Gillette Co. is reviewing its global media business. Last year Gillette spent $174 million in measured media in the U.S., according to Taylor Nelson Sofres'' CMR. There are two incumbent media shops competing: Omnicom Group''s OMD, which handles a majority of Gillette''s global media in North America and Europe, and Interpublic Group of Cos.'' Universal McCann, which works on media in Latin America and Asia Pacific.
WPP Group''s MindShare, which does not handle media buying for Gillette, has been invited to participate in the review because of the marketer''s relationship with sibling Ogilvy & Mather Worldwide. Ogilvy does strategic and creative work on Gillette''s Duracell battery brand. The review is motivated by a "strategic sourcing initiative" in progress in Gillette offices around the world.