NEW YORK -- Procter & Gamble has consolidated its global Pampers account at Saatchi & Saatchi, the company said. D'Arcy Masius Benton & Bowles had handled the brand, with estimated U.S. billings of $30 million per CMR, in North America, some Latin American countries and Japan. Saatchi takes full control of the brand on July 1.
D'Arcy's last work for Pampers in the U.S. was the well received "Animals" campaign, which showed animals in the wild caring for their young as Rod Stewart sang "Forever Young." The tagline was, "We're behind you every step of the way." The shop continues to handle P&G's Charmin, Crest, Always, Folgers and Swiffer, while Saatchi has Olay, Tide, Ariel, Iams and Head & Shoulders.
As P&G seeks to align global responsibilities on individual brands with individual agencies, sources said D'Arcy stands to gain global responsibilities on at least two additional P&G brands. A P&G spokeswoman would not comment.
In a statement, P&G's chief marketing officer Jim Stengel said, "Moving to a global agency will streamline our decision making and help us build the brand globally. We are confident that Saatchi & Saatchi will help us continue Pampers' success, as they have with the 'Learning from Babies' campaign in Europe."