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NEW YORK Procter & Gamble is shifting lead creative duties on Crest and other oral-care brands to Publicis as part of a global category consolidation at the Publicis Groupe shop, P&G confirmed today.
Publicis previously handled the client’s Oral B business globally under P&G’s “brand agency leader” model. That model is now being expanded to encompass the bulk of the oral-care category, a P&G representative said.
The shifts, which also involve brands such as Scope, Glide, Blend-a-Med, AZ and Ipana, will take effect June 30.
Not included in the consolidation are denture brands such as Fixadent and former Sanofi-Aventis toothpaste brands like Fluocaril and Parogencyl that P&G acquired in 2005, the rep added.
Crest’s
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