NEW YORK Procter & Gamble has consolidated its North American cosmetics business at WPP Group's Grey by moving the $30 million U.S. Max Factor account to that shop from Publicis Groupe's Leo Burnett, the client confirmed.
Grey already handles the client's Cover Girl brand, which had 2004 U.S. media spending of $95 million, per Nielsen Monitor-Plus.
A P&G representative said the company moved the domestic Max Factor business from Leo Burnett in London, which will continue to handle the brand outside the U.S. The Cincinnati-based firm added that the move represents "a unique opportunity" for Max Factor.
Grey's work for Cover Girl has featured the singer and actress Queen Latifah. P&G said its first work for Max Factor, to break in early 2006, would introduce Carmen Electra as the new face of the brand.
A representative for Grey in New York referred calls to the client.
P&G spent $15 million on Max Factor from January through August of this year, per Nielsen Monitor-Plus, and $50 million on Cover Girl.
Besides cosmetics, Grey also handles P&G's Pantene, Pringles and Joy brands.
—Adweek staff report