P&G Expands African American Ties

CHICAGO Packaged-goods marketer Procter & Gamble said it would deepen its relationship with Burrell and Carol H. Williams Advertising in an effort to increase its minority marketing initiatives.

“We are pleased that our agency partners are forming these innovative relationships with best-in-class African American agencies,” said Jim Stengel, P&G’s global marketing officer in a statement. “Expanding our relationships with Burrell and Carol H. Williams Advertising makes good business sense. Through these partnerships, we will find more effective and integrated ways to better build our brands with African American consumers.”

The move also deepens the relationships between the Cincinnati-based client and its two marketing networks, Publicis Groupe and Grey Global Group. Burrell, in Chicago, is partially owned by Publicis, while Grey will form a new alliance with Carol H. Williams in Oakland, Calif., according to the company.

Burrell will work with sister company Leo Burnett on Always, Cheer, Gain and Tampax brands, with Publicis Worldwide on Bounty and Charmin, and with Saatchi & Saatchi on Crest, Folgers, Iams, Luvs, Pampers and Tide. Carol H. Williams Advertising will work with Grey on Covergirl, Pantine and Pringles and pick up a new assignment for Texture & Tones a beauty care line aimed at African American women.

“The ability to win with the African American consumer is critical to our long-term business growth,” said Rob Steele, president, P&G North America. “African Americans represent about 13 percent of the U.S. population and over $646 billion of the total buying power.”