Old Spice Lands at Wieden

CHICAGO Procter & Gamble has shifted global creative duties on its Old Spice brand to independent Wieden + Kennedy from Publicis Groupe’s Saatchi & Saatchi after a pitch, the company confirmed.

P&G spends about $80 million on Old Spice in the U.S. alone, according to Nielsen Monitor-Plus.

“We’re always seeking best-in-class agencies to bring expertise and creative energy to our brands,” said Paolo deCesare, president, global skin care, personal cleansing and deodorants, in a statement. “Wieden has an impressive brand-building track record, particularly with men. We look forward to having their fresh thinking applied to the business.”

In addition to creative, Wieden will handle all communications planning, including media buying, for the brand in North America. Publicis Groupe’s Starcom MediaVest Group will continue to plan and buy media in all other markets, according to the company. Wieden will manage the business at its Portland, Ore., and Amsterdam, the Netherlands, offices.

The account move marks the third assignment from the Cincinnati marketer for the agency. The shop already handled Eukanuba pet food globally and a project for Ivory soap in Canada, according to a company representative.

Billings were not disclosed. P&G spent nearly $70 million through November 2005 on its Old Spice-branded products in the U.S. and more than $80 million in 2004, according to Nielsen Monitor-Plus.