CHICAGO Procter & Gamble has assigned marketing duties on its Oral-B products to French holding company Publicis Groupe, to manage everything from advertising to package design and public relations.
A company representative termed the arrangement a "pilot program" that may influence the way the packaged-goods giant manages its agency relationships in the future.
"Implementing an agency model that moves us from many separate agencies to one team, one leader and one purpose for a franchise will strengthen accountability, simplify decision-making and generate bigger, better, more holistic ideas," said the company's global chief marketing officer, Jim Stengel, in a statement. "This is a new way to work with agencies for Oral-B and anm important move for P&G."
Publicis Groupe won the account in a shootout against Omnicom Group, several of whose agencies—including BBDO—had previously handed the brand, according to the company rep.
Several Publicis Groupe agencies will work on the account, including Publicis Worldwide (advertising), Starcom MediaVest Group (communications planning), MS&L (PR), Digitas (interactive), Arc (promotional marketing) and Saatch & Saatchi X (shopper marketing). Publicis Groupe will also work with independent design house LPK on the account as well.
Global billings on the entire marketing account were not disclosed. Ad spending on Oral-B brand, which had been at Gilette until last year, was nearly $65 million in the U.S., according to Nielsen Monitor-Plus.