Procter & Gamble Begins a Review of Its Gillette Advertising in North America | Adweek Procter & Gamble Begins a Review of Its Gillette Advertising in North America | Adweek
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Updated: P&G Launches Gillette Review

BBDO, Proximity defend against other P&G shops

Photo by Samir Hussein/Getty Images for P&G

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Procter & Gamble has confirmed its review of its Gillette advertising account in North America.

Both traditional and digital advertising—now at BBDO and sister shop Proximity—are in play. The review, which Adweek first reported last night, does not include direct marketing, public relations or media planning and buying.

BBDO has handled the brand since 1966. Gillette also became the Omnicom Group shop's entree into Procter & Gamble, when the packaged goods giant acquired Gillette for $57 billion in 2005.

Gillette's portfolio of products includes razors, blades, shaving cream, after shave, deodorant and body wash for men. It also includes the Venus line of shavers for women, but that's not part of the review.

Spending on Gillette's male products totaled nearly $125 million last year, down from more than $156 million in 2010, according to Nielsen. Those figures don't include online spending.

BBDO and Proximity are defending against a handful of P&G roster shops, including Wieden + Kennedy and agencies from WPP Group and Publicis Groupe, according to a P&G representative. 

As part of the process, the contenders will pitch strategic and creative ideas, which P&G may test before making a selection.

Underscoring the importance of the review, the P&G rep described Gillette as "one of P&G's crown jewels" and "an  important strategic brand for us in terms of our ability to connect with men." The process is expected to take up to six months.

BBDO's relationship with Gillette is global and at the time of the P&G acquisition, worldwide media spending on the brand was estimated at $800 million.