PHILIPS TO SHIFT SONICARE WORK TO LEO BURNETT

$30 Million Oral Care Account Was Handled by D'Arcy

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SAN FRANCISCO (AdAge.com) -- Philips Oral Healthcare, part of Royal Philips Electronics, is set to shift its $20 million to $30 million Sonicare toothbrush account to Publicis Groupe's Leo Burnett USA, Chicago, executives with knowledge of the situation said Tuesday.

The business previously was at D'Arcy Masius Benton & Bowles, Los Angeles, which is closing as part of Publicis Groupe's decision to shutter the venerable agency brand. Announcement of the move is expected to be made Wednesday.

London office
Sonicare, based in Snoqualmie, Wash., comprises a small portion of the overall Philips business, which is expected to be handled globally by Burnett out of its London office, an executive said.

In TV advertising, D'Arcy

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emphasized the technological aspects of the Sonicare toothbrush.

Sonicare was the last remaining account at D'Arcy's Los Angeles office. Since the end of the year, four other D'Arcy accounts have shifted to Dentsu-owned Colby & Partners, Los Angeles.

With a 15% share, Dentsu is the largest shareholder in Publicis Groupe.

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