Crest Shifts to Publicis | Adweek
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Crest Shifts to Publicis

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NEW YORK Procter & Gamble is shifting lead creative duties on Crest and other oral-care brands to Publicis as part of a global category consolidation at the Publicis Groupe shop, P&G confirmed today.

Publicis previously handled the client's Oral B business globally under P&G's "brand agency leader" model. That model is now being expanded to encompass the bulk of the oral-care category, a P&G representative said.

The shifts, which also involve brands such as Scope, Glide, Blend-a-Med, AZ and Ipana, will take effect June 30.

Not included in the consolidation are denture brands such as Fixadent and former Sanofi-Aventis toothpaste brands like Fluocaril and Parogencyl that P&G acquired in 2005, the rep added.

Crest's previous lead agency was Publicis' Saatchi & Saatchi, which handled the business in the U.S., Europe and China. Publicis handled the brand in Latin America, while Beacon -- a joint venture of Leo Burnett and Dentsu -- worked on the account in Japan.

Saatchi will relinquish U.S. and European duties but retain its Chinese business, the rep said. Beacon will also keep its Japanese assignment.

International spending was not immediately available, but in the U.S. Crest spent nearly $200 million in major media during the first 10 months of 2008, according to Nielsen Monitor-Plus. The total U.S spending in 2007 was around $255 million, per Nielsen.

Saatchi had been lead creative agency on Crest since 2003, when it picked up the brand from the dismantled D'Arcy Masius Benton & Bowles.

Saatchi declined to comment, referring calls to the Cincinnati-based client. But in an internal e-mail, Mary Baglivo, chairman and CEO of the Americas, told staffers: "This global realignment is about creating operating efficiencies by housing Crest under the same roof as P&G's larger global brand, Oral B."

Susan Gianinno, CEO of Publicis' U.S. operations, declined comment.

The shifts occurred without a pitch.