GILLETTE REVIEWS GLOBAL MEDIA BUSINESS

Non-Roster Shop MindShare Invited to Participate

By Published on .

NEW YORK (AdAge.com) -- Gillette Co. is reviewing its global media business, which a spokesman for the marketer called an "internal assessment."

Last year Gillette spent $174 million in measured media in the U.S., according to Taylor Nelson Sofres' CMR.

There are two incumbent media shops competing: Omnicom Group's OMD, which handles a majority of Gillette's global media in North America and Europe, and Interpublic Group of Cos.' Universal McCann, which works on media in Latin America and Asia Pacific.

Outsider invited
WPP Group's MindShare,

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which does not handle media buying for Gillette, has been invited to participate in the review because of the marketer's relationship with sibling Ogilvy & Mather Worldwide, the spokesman said. Ogilvy does strategic and creative work on Gillette's Duracell battery brand.

The review is motivated by a "strategic sourcing initiative" in progress in Gillette offices around the world.

"The initiative is a program to cut costs in Gillette's purchasing of goods and services companywide," the spokesman said, "and redirect that into marketing of core brands such as Duracell, Oral-B, Braun, Right Guard and Gillette."

A decision is expected in a "couple of months," the spokesman said.

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