Following the news of the mutual parting of ways with TME India, the media entity of Rediffusion Y&R Group, it is now known that Colgate Palmolive India has decided to parted ways with its creative partner Rediffusion Y&R as well. It is learnt that the business is moving to Bates 141. WPP is reportedly planning to create an independent unit that will handle only the Colgate Palmolive business, which will fall under Bates 141. The movement is effective from October 2010, till then Rediffusion Y&R will continue to work on the account.
When contacted, Mahesh Chauhan, Group CEO, Rediffusion Y&R, confirmed to exchange4media that the Colgate Palmolive India business was moving from the agency.
The move reportedly comes in wake of a global re-alignment. It may be noted that the business has been with Rediffusion Y&R for more than 25 years. In February 2010, Colgate Palmolive India moved its media planning and buying business to Mediaedge:cia (MEC). This was following the FMCG major globally consolidating its media planning and buying duties with MEC in 2004.
Colgate-Palmolive’s range includes toothpastes, toothpowder and toothbrushes under the Colgate brand; dental therapies under Colgate Oral Pharmaceuticals; and personal care products under the Palmolive brand.