P&G Shifts Assignments

NEW YORK–Havas’ Arnold McGrath is leaving the roster of Procter & Gamble, and Publicis Groupe will retain most of the client’s business that it currently has, despite the dissolution of its D’Arcy Masius Benton & Bowles network.

The Cincinnati client is realigning its brands by agency more consistently along category lines, with health-care brands split between Saatchi & Saatchi and Publicis Worldwide, with the former getting oral care brands such as Crest, and the latter getting brands such as Pepto-Bismol, ThermaCare and Metamucil. Baby and Family Care products were also split among those two agencies. Publicis will pick up Bounty, Charmin, Puffs and Tempo, while Saatchi & Saatchi will get Luvs diapers. Bounty had been with Arnold/McGrath; Luvs had been with Leo Burnett. All the other brands had been with D’Arcy.

Leo Burnett, which handles Tampax and Max Factor, added Beauty Care brands Always, Alldays Mum and Camay in Latin America. The shop also added Fabric and Home Care brands Bounce, Era and Fairy laundry detergent. The shop will also share duties with Kaplan Thaler Group in New York on Swiffer, Viakal and Dawn dishwashing liquid. All the brands had been with D’Arcy, save Era, which was with Arnold McGrath.

As expected, Saatchi will also get D’Arcy’s Folgers and Millstone coffee business.

The only P&G account the Publicis network will lose is Torengos chips, which is moving from D’Arcy to Grey in New York, which also handles Pringles globally. Grey also added Zest from Arnold McGrath and Ace laundry detergent in Italy from Leo Burnett. Grey only lost the Camay account in Latin America.

Key account and creative staffers for each of the accounts are expected to move with them, sources said.

P&G also realigned its Hispanic agency assignments, moving Bounty Hispanic to Bromley Communications in San Antonio from Arnold McGrath. Bromley lost Torengos marketing to Wing Latino, which also picked up Zest. Conill Advertising in New York picked up Luvs from Leo Burnett Hispanic.