SMG Wins Gillette Planning

NEW YORK Procter & Gamble has awarded all North American communications planning assignments for its recently acquired Gillette subsidiary to Publicis Groupe’s Starcom MediaVest Group, the client confirmed today.

Gillette’s media spending in the U.S. is estimated at $560 million.

The only other contender was Aegis Group’s Carat, which along with SMG shares communications channel planning duties for the rest of P&G.

The Cincinnati-based marketer pulled Gillette’s estimated $800 million global media planning and buying account from WPP Group’s MindShare last month after completing its acquisition of Gillette.

North American broadcast buying duties are handled by MediaVest, while Starcom works on the print and outdoor segments. Outside the U.S., various P&G agencies, including SMG, Publicis’ ZenithOptimedia and WPP’s MediaCom, were awarded pieces of Gillette business.

Mindshare handle’s media chores for P&G competitor Unilever, and Carat may have been hindered in the planning review because in some markets it works for Gillette competitors Schick and Philips.

Creative chores on Boston-based Gillette remain with Omnicom Group’s BBDO in New York.