P&G Brand Culling Could Affect Marketing Agencies

News That Packaged-Goods Titan Is Planning on Shedding up to 100 Brands Has Shops on Alert

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P&G's strongest brands will be safe from cuts.
P&G's strongest brands will be safe from cuts. Credit: P&G

Procter & Gamble's recent announcement that it plans to divest, discontinue or merge 90 to 100 brands is putting plenty of its smaller brands -- from Art of Shaving to Zooth -- on alert. But they're not the only ones. P&G's top agencies are also wondering how the changes might affect their businesses.

A handful of agency executives agree that divesting small brands won't put a massive dent in spending. Still, it won't go unnoticed by the shops reliant upon P&G business, as well as those serving vulnerable brands.

The latest move also puts the spotlight on P&G's BAL (brand agency leader) structure, under which P&G designates one agency as a "single point of contact" on most brands. The model is already in flux as brands gain greater control over their agency-roster decisions, according to people familiar with the matter. And some wonder if the latest portfolio play will tip the scales.

"BAL remains a prominent model in our portfolio, and one that works for many of our brands," said a company spokeswoman. "Brands may make agency structure changes for a variety of reasons, and we'll always look for ways to improve the efficiency and effectiveness of our agency partnerships."

As the industry awaits news, here's a partial list of shops that support P&G brands gathered from the Ad Age DataCenter. -- Contributing: Jack Neff


Leo Burnett Worldwide/Arc, Chicago, Toronto: Always, Secret, Vidal Sassoon, Ace, Bounce, Cheer, Gain, Mr. Clean, Swiffer, Era

Arc/Leo Burnett Worldwide, Chicago, brand strategy, retail, e-commerce, customer marketing: Always, Bounty, Bounce, Downy, Gain, Mr. Clean, Swiffer, Tide, Crest, Oral-B, Vicks

Grey, New York: Clairol, Clairol Natural Instincts, CoverGirl, Dolce & Gabbana, Escada, Hugo Boss, Hydrience, Jean Patou, Lacoste, Nice 'n Easy, Pantene, Ultress, Wella, Downy, Febreze, Gillette

BBDO Worldwide, New York: Art of Shaving, Braun, Venus

Wieden & Kennedy, Portland, Ore., creative, media buying and planning: Herbal Essences, Old Spice, P&G corporate

Publicis Kaplan Thaler, New York, creative, digital marketing: Bounty, Charmin, Puffs, Tampax, Cascade, Dawn, Swiffer, Align, Crest, DayQuil, Vicks Formula 44 Custom Care, Glide, Metamucil, NyQuil, Oral-B, Pepto-Bismol, Prilosec OTC, Scope, Vicks, Vicks Vapo, ZzzQuil

Anomaly, New York, new business creation, innovation: P&G corporate

Saatchi & Saatchi, New York: Luvs, Pampers, Head & Shoulders, Olay, Duracell, Tide, Tide Pods, Eukanuba, Iams

McGarryBowen, New York, creative, strategy, digital: Aussie

Landor Associates, Cincinnati, Geneva, Hamburg, Paris, Tokyo, London, corporate and brand identity, packaging: P&G corp, P&G Olympics, Ariel, Downy, Febreze, Lenor, Tide, Crest, Oral-B, Scope, Venus, Vicks, Old Spice, Secret, Wella

Badger & Winters, New York, global branding, packaging and structural design: Clairol

Creed Strategic Imaging, New York, Los Angeles, strategic brand development, package design, digital content, new business development, front-end innovation: fabric, home, global beauty categories

Publicis Life Brands Medicus, New York, professional
advertising: Align, Crest, Oral-B

Upshot, Chicago, promotion, retail and brand marketing: fabric care, househould care, Head & Shoulders, Nice 'n Easy, Olay, Crest, Oral-B

Curiosity, Cincinnati: insight, strategy, creative, new business, special assignments, corporate


Carat, New York, global media planning: Bounty, Charmin, Luvs, Pampers, Puffs, UnderJams, Eukanuba, Gillette, Home Made Simple Starcom MediaVest Group,New York, media planning,
content, buying, branded entertainment: Always, Tampax, Bounty, Charmin, Luvs, Pampers, Puffs, Aussie, Clairol, CoverGirl, Dolce & Gabbana, Fekkai, Gucci, Head & Shoulders, Herbal Essences, Olay, Pantene, Secret, SK-II, Vidal Sassoon Pro Series, Wella, Bounce, Cascade, Cheer, Dawn, Downy, Duracell, Febreze, Gain, Mr. Clean, Swiffer, Tide, Braun, Crest, Fixodent, Oral-B, Scope, Eukanuba, Gillette, Iams, Align, Clearblue, DayQuil, Metamucil, NyQuil, Pepto-Bismol, Prilosec OTC, Vicks, ZzzQuil


Barefoot Proximity, Cincinnati: Always, Tampax, Wella, Braun, Being Girl (North America), Home Made Simple, P&G Everyday, Pampers Village (North America)

Blast Radius, Amsterdam: Hugo Boss fragrances

Possible, Cincinnati: Ambi Pur, Downy, Dreft, Era, Febreze, Eukanuba, Fixodent, Gillette, Iams, Clairol, Pantene, SK-II

MKTG, Cincinnati, creative, experiential: Olay, Orgullosa, Tremor

Organic, New York: Olay

Resource, Cincinnati: Head & Shoulders, Gillette, Venus


DeVries, New York: professional hair care, Doctor's Dermatologic Formula, Fekkai, Olay, Pantene, Vidal Sassoon Pro Series

Taylor, New York: Tide

Brighton Agency, St. Louis, packaging, marketing, advertising: Natura

FleishmanHillard, Miami, New York, Washington, social media: P&G corporate

Marina Maher Communications, New York: P&G Olympics, Clairol, CoverGirl, Gillette Venus, Secret, Everyday Effect

Porter Novelli, New York: Braun

Ketchum, New York: P&G Olympics, Gillette

MSLGroup: Crest, Always, Charmin, Metamucil, Puffs, Febreze

Citizen Paine: Dawn, Duracell, Mr. Clean, Old Spice, Pampers, Swiffer

Mitchell Communications Group, Fayetteville, Ark., events: P&G corporate


Jack Morton Worldwide, Chicago, experiential marketing, road shows: Pampers, CoverGirl

Integer Group, Denver, shopper, e-commerce: Cascade, Dawn, Duracell, Febreze, Gain, Braun, Gillette, Venus, Balsam, Clairol, Clairol Natural Instincts, Nice 'n Easy, Head & Shoulders, Herbal Essences, Always, Bounty, Charmin, Pampers, Puffs, Tampax

George P. Johnson, Auburn Hills, Mich., experiential marketing: P&G corporate

Prodigious, Chicago and New York, production, retouching: Always, Bounty, Puffs, Tampax, Dawn, Dreft, Swiffer, Tide, Crest, Eukanuba, Oral-B, Vicks, Herbal Essences, Head & Shoulders, Olay, Old Spice, Pantene, Secret, Vidal Sassoon

GMR Marketing, Charlotte, N.C., sports consulting and event marketing: P&G corporate

Quigley-Simpson, Los Angeles, direct marketing: Align, Crest, Fixodent, Gillette, Iams, Metamucil, Oral-B, Pepto-Bismol, Prilosec OTC, Scope, Vicks, Bounty, Charmin, Luvs, Pampers, Cascade, Dawn, Downy, Dreft, Duracell, Febreze, Gain, Mr. Clean, Swiffer, Tide, Herbal Essences, Olay, Secret, myGive, Have You Tried This Yet?

Team Epic, Cincinnati, sponsorship, lifestyle and event marketing: P&G corporate

Wunderman, Washington, digital marketing, direct marketing: P&G corporate


Dieste, Dallas, Hispanic advertising: Orgullosa, Gillette, Duracell, Head & Shoulders

Burrell Communications Group, Chicago, African-American advertising: Charmin, Pampers, Gain, Tide, beauty products

Conill, Miami, Hispanic advertising: Pampers, Crest, Prilosec, Tide

Admerasia, New York, Asian-American advertising: SK-II

Lapiz USA, Chicago, Hispanic advertising: Always, Gain, Clearblue and Vidal Sassoon

Wing, New York, Hispanic advertising: Febreze, Downy, Clairol, CoverGirl, Olay, Pantene

MV42, multicultural media services: CoverGirl, Olay, Dawn, Duracell, Febreze, Gain, Mr. Clean, Swiffer, Clearblue, Crest, Pepto-Bismol, Prilosec OTC, Scope, Vicks

Tapestry, New York and Chicago, Hispanic and African-American media buying and planning: Always, Tampax, Clairol Natural Instincts, Clairol professional, CoverGirl, Head & Shoulders, Herbal Essences, Lacoste fragrances, Olay, Pantene, Secret, Dawn, Downy, Dreft, Duracell, Febreze, Gain, Mr. Clean, Tide, My Black is Beautiful, Orgullosa

Footsteps, New York, African-American advertising: Gillette

Contributing: Jack Neff

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