P&G Branching Out

Procter & Gamble has enlisted Deutsch for creative and media planning on its new interactive cosmetics business, Reflect.com. Separately, in recent weeks the company has contacted other nonroster shops, including Fallon McElligott and Goodby, Silverstein & Partners, to discuss additional creative assignments.
The moves appear to signal a new willingness on P&G’s part to work with agencies that are smaller and more creatively oriented than the multinational packaged goods specialists now in its stable.
Reflect.com, to be handled by Deutsch’s New York and Marina del Rey, Calif., offices, is P&G’s biggest interactive initiative to date. The site is operational, with interactive capabilities allowing visitors to customize cosmetics from blush to body lotion due to go live during the holiday season, said Denis Beausejour, P&G vice president of worldwide advertising.
Billings were undisclosed, but as agency CEO Donny Deutsch noted, working with a marketer of P&G’s stature is “a really big deal.”
“We wanted an agency with a lot of resources but a startup entrepreneurial mentality,” Beausejour said. He also used the words “humble and hungry” to describe Deutsch, citing its “breakthrough capability” in campaigns for Ikea and Lenscrafters.
“As with every other client, we hope we perform well and that that’s rewarded,” Deutsch said.
Beausejour said three other undisclosed shops and P&G roster agencies Grey Advertising, Leo Burnett, Saatchi & Saatchi and Jordan McGrath Case & Partners were considered. MediaVest Worldwide and Starcom Media Services will handle broadcast and print buys, respectively.
Meanwhile, sources said P&G is meeting with other agencies, including Fallon and Goodby, but it is unclear what is being discussed. One source said Goodby may pass based on its less-than-fruitful stint with Unilever recently. During that relationship, its ads for a new product never got the green light. –with staff reports