Move Is Part of Campaign to Beef Up Advertising Creative

By Published on .

CINCINNATI (AdAge.com) -- Procter & Gamble Co. has added Publicis Groupe's Team One, El Segundo, Calif., to its roster to handle Millstone coffee, the company announced.

P&G has added Team One to its roster for Millstone coffee.
New creative shops
It's the second roster move aimed at bringing new creative shops on board in as many months.

Team One sibling Saatchi & Saatchi, New York, had handled creative duties on the brand in the past, but it had been without a roster shop since 2003. Aegis' Carat continues to handle communications media planning, and Publicis' Starcom MediaVest Group, New York, handles media buying. A P&G spokeswoman said Saatchi & Saatchi X, New York, picked up in-store creative duties for the brand last year and will continue to handle that area.

Jim Stengel
The move follows the shift of the Eukanuba pet food account from Saatchi to independent Wieden & Kennedy, Portland, Ore., last month. Both moves have stemmed from Global Marketing Officer Jim Stengel's interest in raising P&G's creative bar, including bringing challenger shops to P&G's roster.

Millstone spent $3 million in measured media last year and $18 million in 2003, according to TNS Media Intelligence. But the spokeswoman said that spending reflected media plans and creative developed by Saatchi prior to P&G dropping the agency from the account in 2003.

“We want to build greater awareness of the fine quality of the Millstone brand within the highly competitive coffee category,” Tami Yamashita, associate marketing director for Millstone at P&G, said in a statement. “Team One offers ... a set of marketing capabilities that will take the brand forward.”

Most Popular