P&G NAMES IMC2 INTERACTIVE AGENCY OF RECORD

Shop to Handle Oral-Care Brands Including Crest Franchise

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. has named IMC2, Dallas, as interactive agency of record for oral-care brands, including the entire Crest franchise, Scope and Fixodent.

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.

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