P&G Brand Culling Could Affect Marketing Agencies

Procter & Gamble's recent announcement that it plans to divest, discontinue or merge 90 to 100 brands is putting plenty of its smaller brands -- from Art of Shaving to Zooth -- on alert. But they're not the only ones. P&G's top agencies are also wondering how the changes might affect their businesses. A handful of agency executives agree that divesting small brands won't put a massive dent in spending. Still, it won't go unnoticed by the shops reliant upon P&G business, as well as those serving vulnerable brands. The latest move also puts the spotlight on P&G's BAL (brand agency leader) structure, under which P&G designates one agency as a "single point of contact" on most brands. The model is already in flux as brands gain greater control over their agency-roster decisions, according to people familiar with the matter. And some wonder if the latest portfolio play will tip the scales. "BAL remains a prominent model in our portfolio, and one that works for many of our brands," said a company spokeswoman. "Brands may make agency structure changes for a variety of reasons, and we'll always look for ways to improve the efficiency and effectiveness of our agency partnerships." As the industry awaits news, here's a partial list of shops that support P&G brands gathered from the Ad Age DataCenter. -- Contributing: Jack Neff CREATIVE/BRANDING Leo Burnett Worldwide/Arc, Chicago, Toronto: Always, Secret, Vidal Sassoon, Ace, Bounce, Cheer, Gain, Mr. Clean, Swiffer, Era Arc/Leo Burnett Worldwide, Chicago, brand strategy, retail, e-commerce, customer marketing: Always, Bounty, Bounce, Downy, Gain, Mr. Clean, Swiffer, Tide, Crest, Oral-B, Vicks Grey, New York: Clairol, Clairol Natural Instincts, CoverGirl, Dolce & Gabbana, Escada, Hugo Boss, Hydrience, Jean Patou, Lacoste, Nice 'n Easy, Pantene, Ultress, Wella, Downy, Febreze, Gillette BBDO Worldwide, New York: Art of Shaving, Braun, Venus Wieden & Kennedy, Portland, Ore., creative, media buying and planning: Herbal Essences, Old Spice, P&G corporate Publicis Kaplan Thaler, New York, creative, digital marketing: Bounty, Charmin, Puffs, Tampax, Cascade, Dawn, Swiffer, Align, Crest, DayQuil, Vicks Formula 44 Custom Care, Glide, Metamucil, NyQuil, Oral-B, Pepto-Bismol, Prilosec OTC, Scope, Vicks, Vicks Vapo, ZzzQuil Anomaly, New York, new business creation, innovation: P&G corporate Saatchi & Saatchi, New York: Luvs, Pampers, Head & Shoulders, Olay, Duracell, Tide, Tide Pods, Eukanuba, Iams McGarryBowen, New York, creative, strategy, digital: Aussie Landor Associates, Cincinnati, Geneva, Hamburg, Paris, Tokyo, London, corporate and brand identity, packaging: P&G corp, P&G Olympics, Ariel, Downy, Febreze, Lenor, Tide, Crest, Oral-B, Scope, Venus, Vicks, Old Spice, Secret, Wella Badger & Winters, New York, global branding, packaging and structural design: Clairol Creed Strategic Imaging, New York, Los Angeles, strategic brand development, package design, digital content, new business development, front-end innovation: fabric, home, global beauty categories Publicis Life Brands Medicus, New York, professional advertising: Align, Crest, Oral-B Upshot, Chicago, promotion, retail and brand marketing: fabric care, househould care, Head & Shoulders, Nice 'n Easy, Olay, Crest, Oral-B Curiosity, Cincinnati: insight, strategy, creative, new business, special assignments, corporate MEDIA Carat, New York, global media planning: Bounty, Charmin, Luvs, Pampers, Puffs, UnderJams, Eukanuba, Gillette, Home Made Simple Starcom MediaVest Group,New York, media planning, content, buying, branded entertainment: Always, Tampax, Bounty, Charmin, Luvs, Pampers, Puffs, Aussie, Clairol, CoverGirl, Dolce & Gabbana, Fekkai, Gucci, Head & Shoulders, Herbal Essences, Olay, Pantene, Secret, SK-II, Vidal Sassoon Pro Series, Wella, Bounce, Cascade, Cheer, Dawn, Downy, Duracell, Febreze, Gain, Mr. Clean, Swiffer, Tide, Braun, Crest, Fixodent, Oral-B, Scope, Eukanuba, Gillette, Iams, Align, Clearblue, DayQuil, Metamucil, NyQuil, Pepto-Bismol, Prilosec OTC, Vicks, ZzzQuil DIGITAL MARKETING Barefoot Proximity, Cincinnati: Always, Tampax, Wella, Braun, Being Girl (North America), Home Made Simple, P&G Everyday, Pampers Village (North America) Blast Radius, Amsterdam: Hugo Boss fragrances Possible, Cincinnati: Ambi Pur, Downy, Dreft, Era, Febreze, Eukanuba, Fixodent, Gillette, Iams, Clairol, Pantene, SK-II MKTG, Cincinnati, creative, experiential: Olay, Orgullosa, Tremor Organic, New York: Olay Resource, Cincinnati: Head & Shoulders, Gillette, Venus PUBLIC RELATIONS DeVries, New York: professional hair care, Doctor's Dermatologic Formula, Fekkai, Olay, Pantene, Vidal Sassoon Pro Series Taylor, New York: Tide Brighton Agency, St. Louis, packaging, marketing, advertising: Natura FleishmanHillard, Miami, New York, Washington, social media: P&G corporate Marina Maher Communications, New York: P&G Olympics, Clairol, CoverGirl, Gillette Venus, Secret, Everyday Effect Porter Novelli, New York: Braun Ketchum, New York: P&G Olympics, Gillette MSLGroup: Crest, Always, Charmin, Metamucil, Puffs, Febreze Citizen Paine: Dawn, Duracell, Mr. Clean, Old Spice, Pampers, Swiffer Mitchell Communications Group, Fayetteville, Ark., events: P&G corporate DIRECT/SHOPPER/EVENT/OTHER Jack Morton Worldwide, Chicago, experiential marketing, road shows: Pampers, CoverGirl Integer Group, Denver, shopper, e-commerce: Cascade, Dawn, Duracell, Febreze, Gain, Braun, Gillette, Venus, Balsam, Clairol, Clairol Natural Instincts, Nice 'n Easy, Head & Shoulders, Herbal Essences, Always, Bounty, Charmin, Pampers, Puffs, Tampax George P. Johnson, Auburn Hills, Mich., experiential marketing: P&G corporate Prodigious, Chicago and New York, production, retouching: Always, Bounty, Puffs, Tampax, Dawn, Dreft, Swiffer, Tide, Crest, Eukanuba, Oral-B, Vicks, Herbal Essences, Head & Shoulders, Olay, Old Spice, Pantene, Secret, Vidal Sassoon GMR Marketing, Charlotte, N.C., sports consulting and event marketing: P&G corporate Quigley-Simpson, Los Angeles, direct marketing: Align, Crest, Fixodent, Gillette, Iams, Metamucil, Oral-B, Pepto-Bismol, Prilosec OTC, Scope, Vicks, Bounty, Charmin, Luvs, Pampers, Cascade, Dawn, Downy, Dreft, Duracell, Febreze, Gain, Mr. Clean, Swiffer, Tide, Herbal Essences, Olay, Secret, myGive, Have You Tried This Yet? Team Epic, Cincinnati, sponsorship, lifestyle and event marketing: P&G corporate Wunderman, Washington, digital marketing, direct marketing: P&G corporate MULTICULTURAL Dieste, Dallas, Hispanic advertising: Orgullosa, Gillette, Duracell, Head & Shoulders Burrell Communications Group, Chicago, African-American advertising: Charmin, Pampers, Gain, Tide, beauty products Conill, Miami, Hispanic advertising: Pampers, Crest, Prilosec, Tide Admerasia, New York, Asian-American advertising: SK-II Lapiz USA, Chicago, Hispanic advertising: Always, Gain, Clearblue and Vidal Sassoon Wing, New York, Hispanic advertising: Febreze, Downy, Clairol, CoverGirl, Olay, Pantene MV42, multicultural media services: CoverGirl, Olay, Dawn, Duracell, Febreze, Gain, Mr. Clean, Swiffer, Clearblue, Crest, Pepto-Bismol, Prilosec OTC, Scope, Vicks Tapestry, New York and Chicago, Hispanic and African-American media buying and planning: Always, Tampax, Clairol Natural Instincts, Clairol professional, CoverGirl, Head & Shoulders, Herbal Essences, Lacoste fragrances, Olay, Pantene, Secret, Dawn, Downy, Dreft, Duracell, Febreze, Gain, Mr. Clean, Tide, My Black is Beautiful, Orgullosa Footsteps, New York, African-American advertising: Gillette Contributing: Jack Neff

P&G Brand Culling Could Affect Marketing Agencies

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