P&G Goes off Roster for Deutsch




Company Sets Meetings With Others to Discuss Creative Projects
NEW YORK–Procter & Gamble has enlisted Deutsch for creative and media planning duties for its new interactive personal-care products business, Reflect.com. Separately, in recent weeks the company has contacted other nonroster shops, including Goodby, Silverstein & Partners and Fallon McElligott, 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 creative than the multinational, packaged-goods specialists now in
its stable.
Reflect.com marks P&G’s biggest interactive initiative to date. The site is operational, but its interactive capabilities, which allow consumers to customize cosmetics from blush to body lotion, are scheduled to go live during the 1999 holiday shopping season, said Denis Beausejour, P&G’s 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 added. He also used the words “humble and hungry” to describe the agency, citing its “breakthrough capability” in campaigns for Ikea and Lenscrafters.
Beausejour was especially impressed with the shop’s description of itself as having “big brains, big hearts, a thick skin and being two degrees off center.”
Said Beausejour: “I loved that.”
When asked about the possibility of getting more P&G work, Deutsch said, “Like with every other client, we hope we perform well and that that’s rewarded.” Added Beausejour: “Talk to me in a year if they hit one out of the park.”
Beausejour said three other undisclosed shops and P&G roster agencies Grey Advertising, Leo Burnett, Saatchi & Saatchi and Jordan McGrath Case & Partners were also considered. MediaVest Worldwide and Starcom Media Services will handle broadcast and print buys, respectively.
Meanwhile, sources said P&G is meeting with other agency executives but has not indicated what assignments or products would be part of the discussion. It is unclear whether Goodby and Fallon have accepted the invitation. One source said Goodby will probably take a pass based on its less than fruitful stint with Unilever recently. During that relationship, GS&P created ads for a new product but the work never got the green light. –with staff reports