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CHICAGO Ad responsibilities on Right Guard, Soft & Dri and Dry Idea are shifting from BBDO headquarters in New York to EnergyBBDO here after the brands’ ownership changed, the client confirmed.
Henkel acquired the three deodorant brands earlier this week, and assigned advertising to roster shop EnergyBBDO without a review, according to a representative of the Scottsdale, Ariz., client. The shop, a unit of Omnicom Group, also handles Henkel’s Dial.
BBDO in New York had previously handled the brands as lead agency for their previous owner, Gillette.
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