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Bic Men's Razors has named Cramer-Krasselt its creative agency of record following a review that began in January.
The incumbent, Source Marketing, will continue as agency of record on the women's portion of the Bic business, which is entering year two of its "Make Your Own Sun" campaign.
As men's business continued to grow, the company developed a new brief on positioning and strategy, according to Mary-Ellen Lacasse, director- shaver marketing at Bic. Five agencies presented on their capabilities, and four went on to pitch.
The win for Cramer-Krasselt actually came in April, and is being announced after it lost two accounts -- Bissell Vacuums in May and Panera Bread in early June. (Cramer-Krasselt told staff it had resigned the account; Panera said it had decided to put the account into review and that Cramer-Krasselt declined to participate.) In 2013, Bissel spent $25 million in measured media and Panera spent more than $58 million, according to Kantar Media.
Bic Men's has not been a very large spender, by comparison, laying out just $1 million on measured media to advertise last year, according to Kantar Media. But both the brand and the agency said a new level of investment was on the way. "This is definitely a heightened spend compared to the past," said Ms. Lacasse.
"It's a very good sized of business for us," said Cramer-Krasselt president-CEO Peter Krivkovich. It also gets the agency into the personal care category, he said.
As Bic looks to focus its efforts against the millennial man, it required "an agency with an understanding of that consumer and that could deliver great work," Ms. Lacasse said. With a new creative rollout anticipated in spring 2015, much is still to be decided, but it will include an emphasis on value, she said.