As part of a review, Braun had planned to talk to the incumbent, Interpublic Group of Cos.' Lowe, and WPP Group's Ogilvy & Mather, another roster shop, along with BBDO but handed the business to BBDO after preliminary talks, according to one person familiar with the situation.
A spokeswoman for Lowe said the agency last week informed Braun it would not participate in the review. The account had been led, and creative produced, out of London. BBDO and Gillette declined to comment on the review process.
Worldwide spending on the account is estimated to be $60 million, though the company spent only $5 million in the U.S. in the first 10 months of last year, according to TNS/Media Intelligence.
BBDO said it would service the account through various agencies around the world. The New York office is providing strategy. Creative will come from New York as well as AMV BBDO in London and BBDO in Dusseldorf.
BBDO has worked with Gillette since 1966, handling razors, toothbrushes and personal-care brands, which include shaving cream to antiperspirant.
On Sunday, a 60-second spot from BBDO for Gillette's Mach3 Turbo will run in the Super Bowl, the first time Gillette has been in the game in a decade.