We Hear: P&G Moving Swiffer Biz Out of Barefoot?

By Kiran Aditham 

We’ve been hearing from spies since yesterday that Procter & Gamble is ready for a fresh start with its Swiffer account, which has been handled out of Cincinnati’s Barefoot Proximity for several years. Tips like “BBDO cincinnati loses swiffer” rolled in yesterday evening, but to clarify, BBDO does not officially have a Cincy office. BBDO Worldwide bought the digital/direct shop when it was known as Barefoot Advertising in 2008 in order to expand its relationship with P&G and subsequently attached the Proximity name to it.

Anyhow, Barefoot also works on other accounts for the corporate giant including Febreze and its founding partner, Doug Worple, happens to be an ex-P&G exec, which makes this move, if true, all the more peculiar. BBDO would not comment on the Swiffer matter but our contacts at P&G are looking into it as we speak.

Update: P&G would only say that Barefoot is Swiffer’s current AOR, but would not comment any further. Wonder where all the ruckus on the Spy line came from all of a sudden, but we’ll keep you posted if and when this story develops. You can now breathe a sigh of relief.