Sans Review, Gillette Shifts Brands

NEW YORK–Without a review, Gillette Co. has shifted global ad duties on Oral-B and Braun Oral-B from Gotham to BBDO Worldwide, a client representative confirmed. Billings are estimated at $100 million. U.S. spending alone last year was about $35 million, according to CMR.

BBDO referred calls to the representative, who attributed the move to BBDO’s “global breadth and depth of creative resources.” Gotham executives were traveling and could not be reached.

Gotham inherited the business from sister Interpublic shop Lowe Lintas & Partners last year. Recent TV spots for the Oral-B Cross Action toothbrush and a battery operated toothbrush known as the Braun Oral-B 3D mixed product demonstrations with lengthy voiceovers. The Oral-B spot employed the tagline, “The brand more dentists use themselves,” while the spot for the Braun Oral-B 3D used, “Helping you have healthy teeth for life.”

Gillette is among BBDO’s top five clients. The New York agency already works on brands such as Duracell, Right Guard, Soft & Dri, Venus women’s shavers, the Mach III men’s shaver and Sensor and Sensor Excel razors for both men and women.