The Omnicom shops set up an agency group called MMK to support the long-term assignment, following a competitive review. Ketchum and MMC referred calls to the client.
A P&G spokeswoman told Ad Age : "The assignment reflects our desire to simplify our agency base and work with truly global partners as well as our desire to have a more integrated and holistic approach by assigning a global project to one agency."
The PR assignment covers the company's corporate Olympic program globally, regionally and in the host country, she said. While it does not include brand work, "it will facilitate more coordination and integration with brand programs." The team will work toward both the Sochi 2014 Winter Olympics and Rio 2016 Summer Olympics, but there will not be a brand agency leader, she added. P&G brands, which work with numerous agencies across disciplines, typically appoint one agency as the BAL.
For Ketchum, it's the second big P&G win in a little over a year. The shop won the North American Gillette business last year. At the time, P&G went outside its U.S. roster of PR agencies -- Publicis Groupe 's MSLGroup, Omnicom's MMC and Interpublic Group's DeVries, as well as independents Paine PR and Taylor -- to select Ketchum. Ketchum has also been a roster agency outside the U.S.
For MMC, the win gives the firm more of the global reach it was looking for with the Omnicom acquisition. Omnicom acquired the shop, best known for its expertise in marketing to women, last November. The firm has been working with P&G for a number of years on brands including Aussie, Clairol, Cover Girl, Queen Collection, Head & Shoulders, Herbal Essences, Secret and Venus.
Procter & Gamble works with Interpublic Group's Weber Shandwick in India and WPP's Hill & Knowlton in the U.K. Porter Novelli handles some brand work in China, Latin America and various European locations.