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Procter & Gamble has shifted its Tampax creative business from Leo Burnett to Publicis.
Both agencies are owned by holding company Publicis Groupe. The assignment, which P&G characterized as "brand agency leadership," includes oversight of other agencies working on Tampax. The shift takes effect in July.
Media spending on Tampax totaled $35 million last year, up from $26 million in 2011, according to Nielsen. The brand spent about $44 million in 2010. Those totals don't include online advertising.
Tampax's current roster includes Leo Burnett for digital as well as Publicis Groupe agencies StarcomMediavest (media planning), MSL (public relations) and Arc Worldwide (shopper marketing).
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