I-shop imc2 has increased its share of Procter & Gamble's interactive-marketing business with the addition of two new brands.
The Dallas agen-cy will handle Clairol and ThermaCare, in addition to existing brands Head & Shoulders, Physique and Dryel.
"One of the main reasons that Procter & Gamble selected us is our strategic thinking," said Marc Blumberg, senior vice president of imc2. "Our experience with them also benefits us with online testing and development."
Blumberg said the shop's first priority will be to develop an e-mail program and implement an online program where qualified customers can register for free samples.
Cincinnati-based P&G began consolidating its interactive marketing last year, trimming its roster from 40 shops to nine in an effort to reduce costs and increase efficiencies. Ad spending was about $8 million in the January-September 2001 period, per CMR.
Experience, financial stability and the ability to handle a larger workload in the future were key factors in the consolidation, according to the company. Imc2 has worked with P&G for the past four years.
Blumberg said new brands acquired by P&G would be split among its interactive partners. That group includes Targetbase Interactive in Irving, Texas.