'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.