Wieden Joins Procter & Gamble Roster

NEW YORK Wieden + Kennedy has joined the roster of Procter & Gamble, landing the global Eukanuba pet food brand and a Canadian project for Ivory soap, the client has confirmed.

Eukanuba is part of the Iams pet food company owned by P&G. The Cincinnati client spent $10 million in U.S. media on the brand last year and about half that through April of this year, per Nielsen Monitor-Plus. Since 2000, P&G has spent between $10-15 million annually in media on the brand.

The agency’s Portland, Ore., Amsterdam, Netherlands, and Tokyo offices will team to handle Eukanuba. Global spending could not immediately be determined.

P&G spent $5 million on Ivory body wash and bar soap combined in U.S. media 2004 and $2 million on the bar soap through April 2005, per Nielsen Monitor-Plus.

“Wieden has an outstanding brand-building track record and we are delighted to have them join the roster,” said Jeffrey Ansell, president of P&G’s global pet health and nutrition division, in a statement.

Publicis Groupe’s Saatchi & Saatchi in New York had previously handled the account. Sources said the business moved without a review. P&G said Saatchi would continue to maintain responsibility for the Iams business, as well as other P&G brands such as Folgers, Pampers, Head & Shoulders and Tide.

Eukanuba is marketed as a “high-end” food for cats and dogs made with all natural ingredients and fortified with vitamins.

“What is critical is not what P&G and Wieden have in common, but what we absolutely do not have in common,” said agency president Dan Wieden. “It is our differences that will push both sides to develop a better model suited for the times ahead.”