In the shifts, Oil of Olay moves from Grey Advertising's Fova, New York, to Saatchi & Saatchi's Conill Advertising, New York; Bounty leaves D'Arcy Masius Benton & Bowles' Bromley, Aguilar & Associates, San Antonio, unit for Jordan McGrath Case & Partners' JMC Hispanic, New York. Pringles moves from Bromley Aguilar to Fova, and Pepto-Bismol goes from Bromley Aguilar to Leo Burnett Hispanic, Chicago. Gain migrates from Conill to Leo Burnett Hispanic.
Spending on the accounts was not disclosed.
The moves mean that mainstream agencies for most brands now also handle Hispanic advertising. "We can take the learnings that our general marketing agencies have and reapply them to the Hispanic market," a P&G spokeswoman said, explaining the moves. "It's just synergy."
But P&G's firing of the now defunct Wells BDDP in January paved the way for the shifts. Wells had no Hispanic unit, making such an alignment difficult. The Wells brands -- Oil of Olay, Pringles and Gain -- moved to Saatchi & Saatchi, Grey and Leo Burnett USA, respectively; the corresponding Hispanic accounts are now also within those agencies.
Also getting their first Hispanic agencies are ThermaCare heat wraps, now in test market, which is being assigned to Bromley Aguilar since DMB&B already handles the brand. For the same reason, the Dryel home dry cleaning kit will go to Leo Burnett Hispanic.
One of ThermaCare's test markets, Midland, Texas, has a substantial Hispanic population, but Dryel's Columbus, Ohio, test market does not. P&G representatives could not be reached by press time for comment on if the Hispanic assignments indicate national rollouts of the brands are imminent.
Under the realignment, Conill will now handle four P&G brands, Fova and Leo Burnett Hispanic will have 11 each, Bromley Aguilar will have 14 and JMC Hispanic three.
The announcement is the second agency realignment in a month for P&G, following the international consolidation of the Safeguard account with Saatchi. The P&G spokeswoman didn't rule out more to come.
"I can't project whether [the trend] is going to stop or keep on going," she said.