Business Goes to Saatchi From D'Arcy in Global Consolidation

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. has shifted the $50 million to $75 million Pampers diaper account in North America to Publicis Groupe's Saatchi & Saatchi, New York, in a global consolidation of the brand's advertising.

The account had been at Bcom3 Group's D'Arcy Masius Benton & Bowles, New York.

Saatchi previously handled Pampers in Europe and many other countries outside the U.S. D'Arcy also handled the brand in Asia. The size of the Asian account was not disclosed.

Manage brand globally
"This decision in no way reflects D'Arcy's work on our business, but rather a desire to manage the Pampers brand globally," said Deb Henretta, P&G's president of global baby care, in a prepared statement.

She credited D'Arcy with "two campaigns that are currently growing the business," the "Animals" campaign in the U.S. and "Step Up with Pampa" in Asia.

Moving to a global agency will streamline decision making, said P&G Global Marketing Officer Jim Stengel. Mr. Stengel was formerly vice president of marketing and strategy in the baby care business and had worked extensively with Saatchi on Pampers in Europe.

P&G said the move is consistent with its efforts over the past several years to align global brands with a single agency.

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