Procter & Gamble consolidated global creative duties for its Secret women’s deodorant brand, formerly with Leo Burnett, with Weiden+Kennedy, effective as of December 1. P&G spent around $39 million on measured media for the Secret brand last year, according to Kantar Media.
The move is part of a larger consolidation effort “designed to cut $500 million annually from the company’s budget for agency and production costs,” P&G spokeswoman Tressie Rose told AdAge. “This will give us one agency that has a core expertise in our antiperspirant and deodorant business,” she added, also stressing that “Leo Burnett remains an important P&G roster agency.”
W+K, of course, has long been agency of record for P&G’s Old Spice brand. The Secret assignment includes digital but not media responsibilities, which will remain with Starcom. For W+K, the news follows the agency’s recent wins on Bud Light and Sprite, as well as the launch of a new Old Spice campaign starring both Terry Crews and Isaiah Mustafa.