BBDO Uses Gillette To Gain Leverage

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Now that Procter & Gamble’s $57 billion acquisition of Gillette is complete, BBDO is gearing up to expand its relationship with the world’s largest advertiser.

As the lead agency on Gillette’s $800 million global account (the relationship dates back to 1966), the network is Omnicom Group’s best chance to add more brands to its roster.

Sources said BBDO will use its Gillette case history (Right Guard, men’s and women’s shavers, Oral B) as a springboard to make presentations to P&G in the coming months.



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