Gillette, J&J Take Digitas Stage

-Digitas has won significant interactive work from personal-grooming giant Gillette Co. following a review of undisclosed agencies, sources said.
The scope of the work and budgets have yet to be finalized. Overall spending for several Gillette flagship brands at Digitas may exceed $10 million, sources said.
Digitas president Kathy Biro confirmed winning new Gillette assignments but referred questions to client officials, who did not return calls.
The Boston agency formerly known as Bronnercom will handle maintenance and marketing for, the company’s corporate Web site, sources said. Digitas has also picked up interactive chores for Mach3 and Gillette for Women, Duracell batteries and its high-end Waterman writing and stationery products, sources said.
Digitas will likely redesign and enhance’s e-commerce capabilities and craft online campaigns driving traffic to the site.
Digitas has handled direct marketing projects for Gillette and its Braun subsidiary since the mid-1990s. This assignment marks the first interactive work the shop has won from Gillette.
Think New Ideas, New York, was hired by Gillette as interactive agency of record in December 1997 following a review. It was charged with developing the client’s corporate Web site. Officials at Think New Ideas could not be reached. The shop’s status with the client could not be determined at press time.
New work from Gillette is well-timed, as Digitas’ position with Johnson & Johnson has come under assault from Organic, a New York shop. A J&J official said that Organic has made “a presentation” but insisted that Digitas’ standing as interactive AOR is not jeopardized.
The bulk of Digitas’ work for J&J consists of interactive media buying.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.