NEW YORK Omnicom Group's TBWA, after years of wooing packaged-goods giant Procter & Gamble, has landed on the company's roster of agencies by adding creative duties on P&G's PUR water-filtration device, the client confirmed.
TBWA\Chiat\Day in Playa del Rey, Calif., will handle the account, which is shifting out of longtime P&G roster shop Saatchi & Saatchi in Torrance, Calif. Major media spending on the brand was about $30 million last year, according to Nielsen Monitor-Plus.
PUR becomes the third P&G brand to leave Saatchi in the past two years, after Eukanuba and Old Spice.
Eukanuba put independent Wieden + Kennedy on the P&G roster in 2005 and the Portland, Ore., shop expanded its relationship with the addition of Old Spice in early 2006. Before Wieden, the New York office of Saatchi handled those two brands.
The shift is expected to be completed by Jan. 1.
A client representative said, "They were a good fit for the experience they bring because PUR is all about product relevancy and they're good at making product communications more meaningful to the consumer. We have firsthand knowledge with Omnicom agencies thanks to the Gillette integration."