Procter & Gamble Co. named Leo Burnett USA, Chicago, for its $20 million-to-$25 million Max Factor account, previously at Lotas Minard Patton McIver, New York. P&G said it wanted to consolidate the account globally; Burnett already handles it internationally. Lotas, P&G's smallest consumer agency, will stay on the roster for a new skincare project. A P&G spokeswoman said no further global agency consolidations were planned, noting, "this is specific to Max Factor."
Copyright January 1997, Crain Communications Inc.