P&G shifts brands at Burnett

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Procter & Gamble Co., Cincinnati, said it moved its Vidal Sassoon haircare brand, with an estimated $30 million in U.S. billings, to Leo Burnett USA, Chicago from Euro RSCG Tatham, Chicago. At the same time, P&G said it reassigned advertising for its Crest toothbrush in the U.S. to Crest toothpaste agency D'Arcy Masius Benton & Bowles, New York, from Burnett. Spending was not disclosed. Sources indicated the move of the Vidal Sassoon brand was prompted by an interest in having a single agency handle the brand globally. But Vidal Sassoon also has hit a domestic slump of late, with sales down 9.9% to $45.3 million in the shampoo category and off 11.7% to $23 million in the conditioner category for the 52 weeks ended Sept. 27, according to Information Resources Inc. Vidal Sassoon is the No. 12 brand in each category.

Copyright October 1998, Crain Communications Inc.

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