Gillette Shifts N.A. Planning to Carat

Procter & Gamble has shifted North American communications planning duties for its Gillette men’s grooming business to Aegis Group’s Carat from Publicis Groupe’s Starcom Mediavest Group, the client has confirmed.

Measured media spending on the business moving to Carat was $100 million through the first nine months of 2009, according to Nielsen. Not included in the shift is Gillette’s Venus line of women’s grooming products.

Both SMG and Carat have planning assignments for P&G. The client awarded SMG the Gillette account after a 2005 review that also included Carat. That review occurred shortly after P&G acquired Gillette. Mindshare had handled the Gillette business when it was an independent company, and P&G stripped it of those duties because it also handled chores on competitor Unilever.

Asked why planning shifted to Carat, a P&G rep said only: “We felt Carat was a better fit” for the men’s grooming line. The review finished up several weeks ago.

In a statement, SMG said it “continues to handle the majority of the P&G business — both communications planning and investment [buying] — in the United States and worldwide. Specifically, in the United States we continue to manage a significant majority of the digital business for P&G brands including Gillette.”

A Carat rep referred calls to the client.