PUR Launches Creative Search [UPDATED]

Incumbent TBWA\Chiat\Day is not defending

PUR, the water filtration device previously owned by Procter & Gamble, is reviewing its creative business.

P&G sold the brand to Helen of Troy Ltd. at the end of 2011. 

Helen of Troy’s brand portfolio also includes Vidal Sassoon, Oxo and Braun. PUR is marketed by a company subsidiary known as Kaz USA in Marborough, Mass., which confirmed the search.

In a statement about the review, Kaz chief marketing officer Christophe Coudray said, "We want consumers to have a compelling, memorable understanding of PUR's superior water filtration solutions."

Beyond Coudray—a former marketing leader at Gillette and P&G who joined Kaz in 2007—key decision makers include vp of marketing John Wojcik and director of marketing Brian Carboni. Roth Associates in New York is managing the process.

Last year, PUR's media spending total exceeded $14 million, up from about $13 million in 2011 and almost $7 million in 2010, according to Nielsen. Those figures, however, don't include online spending.

The incumbent on the account is TBWA\Chiat\Day in Playa del Rey, Calif. The agency, which has handled PUR since 2007, is not participating in the review.

PUR's media business is not in play and remains at MediaVest in New York. MediaVest successfully defended that business in a review last year. Roth Associates handled that review as well.