P&G ad targets Wella shareholders

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[Duesseldorf] Procter & Gamble Co. is running ads in German newspapers aimed at shareholders in Wella, the $3.7 billion German-owned hair care and fragrance business P&G proposes to acquire for $7 billion. Using an appropriate hair-care theme, the ad, headlined "Welcome Wella," is a picture of a blonde and brunette touching heads with their hair braided together. The ad tells shareholders that the two companies are a good fit and are stronger together, with Wella's dominance in professional hair care complemented by P&G's shampoo brands. P&G and its banks hired SEA Citigate Duesseldorf for the takeover assignment, including ads, public relations and direct mail. P&G is expected to assign Wella's ad business, one of Bates' few global accounts, to a P&G agency.
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