In its most sweeping global agency realignment to date--involving more than $100 million in ad spending--Procter & Gamble Co., Cincinnati, said today it will end its relationship with Euro RSCG Worldwide
and move several brands to other roster shops that already handle the brands elsewhere in the world. "This decision is especially difficult, because Euro RSCG has been a good agency partner for many years, but, unfortunately, we have never reached a critical mass of business with them," said Denis Beausejour, P&G's VP-global marketing. Saatchi & Saatchi will pick up Head & Shoulders shampoo in North America and Old Spice deodorant and aftershave in North America and Europe. Grey Advertising picks up Mr. Clean in the U.S. Leo Burnett
Co. picks up Metamucil laxative and dietary supplements in the U.S. and Europe, and assumes global responsibility for the brand, succeeding Grey as agency of record in Canada, Latin America and Asia. Agency assignments for Clearasil skincare products and Coast soap, the latter of which has no current ad activity, are yet to be announced. P&G said it would retain Euro RSCG's recently announced merger partner, Jordan McGrath Case & Partners, New York, as regional agency for Bounty, Era and Zest in North America.
Copyright January 1999, Crain Communications Inc.