Assignments Cover Health and Beauty Care Business

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CINCINNATI ( -- Procter & Gamble Co. has appointed three agencies to new one-stop promotion-shop assignments covering retail and direct-to-consumer promotion for its health and beauty care business in what a spokeswoman termed a new, non-mandatory option for P&G brands in North America.

Winners in the review, which began this

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Broad Marketing Assignment to Cover Health, Beauty Brands
spring, include Omnicom Group's Integer Group in Denver and two Publicis Groupe shops, Frankel in Chicago and Saatchi X, with offices in New York and Fayetteville, Ark., according to P&G.

Pilot project
Each of the three new shops has been assigned a pilot project with a P&G health and beauty brand, the spokeswoman said. Saatchi X will handle a project for Prilosec OTC, Frankel for respiratory care, and Integer for hair color, she said.

"It doesn't mean the [health and beauty business] has been split in three or that all the business is going their way," she said. "It just means [the three agencies] are going to start to demonstrate their capabilities now on projects."

The new single-point agency may in turn contract with other agencies and will handle some accounting and administrative work now handled internally by P&G, though the assignment is not expected to result in workforce reductions.

'Another option'
The assignment is only for P&G's Global Health and Beauty Care unit. "I'm not sure what other business units are looking at," the spokeswoman said. "It's just another option in the model that [health and beauty care] is looking at. They went through the process to see who best demonstrates that capability."

Other contenders in the review had included a Grey Global Group entry comprising J. Brown Agency, Stamford, Conn., and Alliance and G2, New York; as well as Interpublic Group of Cos.' Draft, Chicago, according to executives familiar with the review.

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