Online Exclusive: Account Action


Relationship Marketing Work Was With Bridge Worldwide

By Published on .

CINCINNATI ( -- Procter & Gamble Co. has shifted creative for one of its oldest and largest online relationship marketing programs, Home Made Simple, to Barefoot Advertising, Cincinnati, from Bridge Worldwide, Cincinnati, according to the company.
P&G's Home Made Simple has more than 6 million subscribers.

Six million subscribers
Home Made Simple, with more than 6 million opt-in subscribers to its e-mail newsletter in the U.S., Canada and U.K, primarily supports P&G home-care brands such as Swiffer, Mr. Clean, Cascade, Dawn, Febreze and Bounty.

Launched more than five years ago by Bridge in the U.S., the site and newsletter offer home-making tips, trial offers and in some cases direct sales of new products prior to their traditional retail rollouts. The program has spawned similar efforts by other home-care marketers, including Reckitt Benckiser and SC Johnson.

'Trading Spaces' tie in
P&G also has promoted the relationship-marketing program with print advertising, tie-ins with the P&G BrandSaver newspaper coupon insert, in-store displays and sponsorships on home shows, such as TLC’s Trading Spaces. Barefoot previously handled only print advertising and direct-mail for the brand.

Bridge continues to handle interactive work for several other P&G brands, including a Health Expressions online marketing program for health brands modeled on Home Made Simple.

“Both agencies remain strong partners for a lot of different projects,” a P&G spokeswoman said.

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