After a quiet pitch, the agency has been tasked with strategic and creative work for the Aussie line of haircare products, including digital and social duties. The brand, which falls under the Clairol unit that P&G bought from Bristol Myers Squibb over a decade ago, devoted between $15 million and $20 million to U.S. measured media in 2011, according to Kantar.
McGarryBowen declined to comment on the move, but it's understood that the agency announced the new account to staff today by placing bottles of the haircare product on their desks. It also circulated an internal staff memo from New York office CEO Bill Borrelle, who wrote that the agency would take over the account immediately, and noted that "this is the beginning of what we hope will be a long-lasting partnership."
The brand previously worked with Publicis Groupe 's Kaplan Thaler, which recently merged with the New York office of Publicis. Kaplan Thaler and P&G did not return requests for comment by press time.
Aussie joins a McGarryBowen client list that includes Budweiser, Kraft, Verizon Wireless, Reebok, Burger King, Cars.com and Honda, the most recent addition via the agency's London office. The P&G win comes as the New York office is defending its Marriott creative business in a review.