Burnett Adds More Clairol

CHICAGO Procter & Gamble has consolidated its Clairol Herbal Essences brand at Publicis Groupe’s Leo Burnett here, according to the client.

Burnett had previously handled the brand outside of North America. Publicis’ Kaplan Thaler Gourp in New York has handled U.S. duties on the brand.

P&G spent just over $40 million on Herbal Essences advertising in the U.S. during the first nine months of 2006, according to Nielsen Monitor-Plus.

“This decision will simplify our agency roster on the Herbal Essences brand,” said Craig Bahner, vice president, general manager of the Cincinnati client’s beauty care, hair care division, in a statement. “Consolidating marketing leadership for the Herbal Essences brand globally under the direction of Leo Burnett offers strong global resources and marketing capabilities that will enable the brand to more effectively and efficiently manage their marketing plans.”

Two years ago, Herbal Essences abandoned its long-running television campaign that depicted ecstatic moans as women washed their hair. “A totally organic experience” was the tagline. In October 2004, the brand was featured in a music video on the show What I Like About You.

Kaplan Thaler Group will continue to handle several P&G brands, including Swiffer, Dawn, Infusium and Aussie.