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WARNER-LAMBERT SENDS GLOBAL $70 MIL TO JWT;O&M, BATES, DIK LOSE OUT IN CONSOLIDATION OF ADVERTISING FOR SHAVING UNIT

By Published on .

Warner-Lambert's Shaving Products Group consolidated its $70 million worldwide advertising account at J. Walter Thompson Co., New York, giving the agency branding and creative throughout Europe, North America, Latin America and Asia.

The big loser: Ogilvy & Mather, London, which had handled nearly half the business, including Wilkinson Sword in Europe, for an estimated $30 million in billings.

JWT, prior to the consolidation, had an estimated $35 million worldwide, slightly less than $20 million of that in the U.S. Recent work has been for Schick Tracer FX and Schick Silk Effects blades and razors.

The balance was handled by Bates USA and Dai-Ichi Kikaku, Tokyo. The account went into review in the spring.

DIK helped Warner-Lambert become the leader in shaving products in Japan and will retain media in that market. JWT already handled U.S. and European media buying.

GLOBAL BRAND AWARENESS

"As a global business, this provides us with cost-effectiveness and permits us to more effectively deploy global strategies," a Warner-Lambert spokeswoman said, adding that the company is seeking to increase global brand awareness of the Schick and Wilkinson names.

In 1979, JWT Brazil became the first JWT office to handle work for the shaving products unit. JWT, New York, has been creating advertising for the division since 1984.

WHAT JWT WANTS TO PROVE

"This is very much on strategy for us as we are trying to prove J. Walter Thompson is the best agency for global brand management," said Susan Gianinno, exec VP-general manager of JWT, New York.

Warner-Lambert has been coming up on the short end of the stick in its battle with shaving giant Gillette Co.

In the U.S., Gillette has a 66.2% dollar share of the $1 billion razor and razor blade category, according to Information Resources Inc., compared with Warner-Lambert's 15.5% share.

"It's an exciting category and a great challenger brand business," said Ms. Gianinno. "We're looking to find an alternative leadership position for Schick."

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