BBDO Picks Up Braun’s Global Creative

NEW YORK Braun has awarded its global creative chores to Omnicom Group’s BBDO, the agency confirmed. Estimated billings are $50 million.

Sources said the client was preparing to hear pitches from the incumbent, Interpublic Group’s Lowe, and from WPP Group’s Ogilvy & Mather and AMV BBDO, all London roster shops. Instead, the client decided to award the account to BBDO without hearing pitches.

A Lowe representative said the agency withdrew from contention last week.

In a statement, BBDO said, “Global advertising responsibilities on Braun have been awarded to BBDO Worldwide, which will service the account through various agencies in the network. BBDO in New York will provide global strategic leadership for the business and will collaborate with AMV BBDO in London and BBDO in Dusseldorf on creative development.”

A representative at Braun’s parent company, Boston-based Gillette, could not immediately be reached for comment.

The BBDO network already handles an estimated $500-600 million in billings from Gillette and the bulk of its U.S. business with Right Guard, Oral B and men’s and women’s shavers. AMV BBDO in London also handles Oral B.

Braun was the last piece of Gillette business handled by Lowe. Two other Lowe accounts went into review this month.

The agency’s London office ran the global HSBC account, and the network will be part of an IPG pitch team defending the business against teams from WPP Group and Publicis Groupe. HSBC spends an estimated $600 million in global marketing.

Lowe has decided not to defend the estimated $300 million-plus Verizon Wireless account, which went into review two weeks ago. Boston consultancy Pile and Co. has been tapped to manage that review.