Billings were not disclosed.
IMC2 was among nine preferred interactive shops P&G named last year. The independent agency replaces Semaphore Partners, New York, as interactive agency of record on Crest Whitestrips. A P&G spokesman said the other P&G oral-care brands had worked with various other interactive shops on a project basis but did not have interactive agencies of record.
IMC2 already handles several other P&G brands, including Head & Shoulders; Physique and Clairol hair care; ThermaCare disposable heat pads; and Dryel home dry-cleaning kits.