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CHICAGO Procter & Gamble has shifted global creative duties on its Old Spice brand to independent Wieden + Kennedy from Publicis Groupe’s Saatchi & Saatchi after a pitch, the company confirmed.
P&G spends about $80 million on Old Spice in the U.S. alone, according to Nielsen Monitor-Plus.
“We’re always seeking best-in-class agencies to bring expertise and creative energy to our brands,” said Paolo deCesare, president, global skin care, personal cleansing and deodorants, in a statement. “Wieden has an impressive brand-building track record, particularly with men.
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