Mcgarrybowen Gets a Toehold Into P&G

Shift takes bite out of Kaplan Thaler's business

Procter & Gamble’s shift of the Aussie creative account to mcgarrybowen takes a bite out of Publicis Kaplan Thaler’s P&G business, but the agency still handles a litany of the company's brands.

Among them are Swiffer, Cascade and Dawn—from The Kaplan Thaler Group—as well as Crest, Scope, Oral B, Bounty and Charmin—from Publicis. The New York offices of the two Publicis Groupe agencies merged last month

Media spending on Aussie, a line of mid-tier hair-care products, exceeded $10 million last year, down from nearly $13 million in 2010, according to Nielsen. Those figures don’t include online spending.

The New York office of mcgarrybowen will handle digital and social media marketing in addition to traditional advertising. The business shifted after a pitch involving a handful of undisclosed agencies, according to sources. The incumbent, which has handled Aussie for more than a decade, did not defend.

While Aussie is a relatively small brand within the corridors of P&G, which boasts 22 products with sales that exceed $1 billion annually, the assignment is significant for mcgarrybowen because it puts the agency on P&G’s creative roster. The newbie has a long way to go, however, to become as entrenched with the global giant as shops such as Saatchi & Saatchi, Leo Burnett, Grey, BBDO, and yes, Publicis.