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P&G Moves Crest Digital Account to Digitas

Oral-Care Brand Is One of Marketer's Biggest Online Spenders

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BATAVIA, Ohio (AdAge.com) -- Procter & Gamble Co. has handed one of its biggest digital accounts -- Crest oral care -- to Publicis Groupe's Digitas, Boston, following a review, the company said.
The Crest brand accounted for some 10% of P&G's total internet spending over the past two years.
The Crest brand accounted for some 10% of P&G's total internet spending over the past two years.

The move marks Digitas' biggest win of P&G business since joining the company's digital roster via the 2005 acquisition of Gillette Co. and following Digitas' own acquisition last year by Publicis, P&G's largest marketing-services holding company partner.

Second biggest spender
Crest is P&G's second biggest-spending brand both on overall measured media and on the internet, according to TNS Media Intelligence, trailing Olay in overall spending and slightly edged by Prilosec OTC on internet media spending. The brand accounted for some 10% of P&G's total internet spending over the past two years.

Crest spent $127.7 million through the first half on all media and $3.7 million on internet media, according to TNS, coming in ahead of full-year 2006 spending of $234.5 million overall and $7.3 million on internet.

The data don't include search or mobile spending, where Crest also has been active through longtime incumbent shop IMC2, Dallas and Cincinnati.

Not exclusively with Publicis
The move puts most of Crest's marketing services with Publicis Groupe shops, including Saatchi & Saatchi for advertising, Starcom MediaVest Group for communications planning and media buying, and Arc Worldwide for shopper marketing and consumer promotion.

But a spokeswoman said it was not part of a single-point, holding-company lineup shift, similar to what sibling oral-care brand Oral-B made last year to Publicis. Interpublic Group of Cos.' Devries continues to handle public relations for Crest, and independent LPK, Cincinnati, handles design.

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