Gillette Gives Edge to Bromley

Assigns Mach3 Latino Marketing to Texans
BOSTON–The Gillette Co. here has selected Bromley, Aguilar & Associates in San Antonio for its $2 million Hispanic marketing account following a review.
Bromley, Aguilar & Associates replaces New York incumbent Vanguard Communications, which defended the business. Dieste & Partners in Dallas also participated in the account review.
Affiliated with New York’s MacManus Group, Bromley, Aguilar & Associates was chosen mainly for its ability to provide integrated marketing services across many disciplines, according to Gillette representative Leslie Card.
Bromley, Aguilar & Associates chairman and chief executive officer Ernest Bromley, who last month split with former agency president and chief creative officer Al Bromley, referred questions to the client.
A Vanguard Communications representative said the incumbent shop will continue working with Gillette on undisclosed projects.
All three finalists made the cut from an undisclosed field of preliminary agencies, according to sources [Adweek, Dec. 14].
Gillette began its agency search several months ago, before solidifying its candidate list and doling out pitch assignments.
Bromley’s workload will include some media advertising as well promotional chores supporting Gillette’s grooming products.
The agency’s work will focus on the client’s recently introduced Mach3 triple-blade shaving system, Card said.
BBDO in New York is Gillette’s longtime lead agency.