P&G Moves Oral-B From Omnicom to Publicis Groupe

Brand to Be Handled by Patchwork of Agencies Within Holding Company

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BATAVIA, Ohio (AdAge.com) -- Procter & Gamble Co. has shifted comprehensive global marketing duties for its Oral-B brand to Publicis Groupe, which will coordinate a collection of mostly internal agencies.
P&G's Oral-B account is shifting to Publicis Groupe.
P&G's Oral-B account is shifting to Publicis Groupe.

'New agency model'
Omnicom Group, whose BBDO Worldwide, New York, had handled the former Gillette brand in the U.S. and some other countries, also pitched for the assignment, which P&G billed as a "new agency model." The assignment becomes effective July 1.

"We're changing in a big way our approach to agency support for the Oral-B business," Charlie Pierce, P&G's president-global oral care, said in a statement. "Our desire for seamless integration has led us to implement an agency model that brings together a dynamic group of agency resources."

"Implementing an agency model that moves us from many separate agencies to one team, one leader and one purpose for a franchise will strengthen accountability, simplify decision making and generate bigger, better, more holistic ideas," P&G Global Marketing Officer Jim Stengel said in a statement.

A P&G spokeswoman said the new arrangement could be the start of a trend for the company as it increasingly looks for cross-discipline cooperation from its marketing agencies.

First P&G loss for Omnicom
The move represents Omnicom's first loss of P&G business since P&G acquired Gillette in 2005. Omnicom sibling DDB Worldwide picked up P&G business on the Actonel and Enablex prescription-drug brands deal last year, following the Gillette deal, as BBDO, Gillette's primary shop, also added to global duties.

The Oral-B account now resembles the assignment P&G gave to independent Wieden & Kennedy, Portland, Ore., last year on the global Old Spice account, for which the agency handles creative, media-planning and digital duties. But the Oral-B business will be managed at a holding-company level and encompass more disciplines.

Offices of creative shop Publicis Worldwide, media shop Starcom MediaVest Group, public-relations agency MS&L, digital shop Digitas, promotion shop Arc and shopper-marketing agency Saatchi & Saatchi X will handle the account along with a non-Publicis design firm, LPK, Cincinnati. New York-based Publicis Worldwide executive Angela Pasqualucci will head the Oral-B team globally.

Oral B spent $77.5 million on measured media last year, according to TNS Media Intelligence, down from $128.8 million in 2005.

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