According to an official communiqué, Procter & Gamble has assigned the marketing duties of its Oral-B products to French holding company Publicis Groupe, which will manage everything from advertising to package design and public relations. The business was earlier handled by Omnicom Group whose agencies, including BBDO, had managed the account.
It is not clear at this stage if the shift would have any implication in India, as officials within the Publicis Groupe remained tightlipped on the development. It may be recalled that in a similar move last year, P&G had moved the Gillette business to Omnicom Group of companies and the business had moved to BBDO in Asia Pacific.
Commenting on the latest development, a company representative termed the arrangement a ‘pilot programme’ that may influence the way the packaged-goods giant manages its agency relationships in the future.
“Implementing an agency model that moves us from many separate agencies to one team, one leader and one purpose for a franchise will strengthen accountability, simplify decision-making and generate bigger, better and more holistic ideas,” said Jim Stengel, Global Marketing Officer, P&G, in a statement.
Stengel added, “This is a new way to work with agencies for Oral-B and and an important move for P&G.”
The communiqué stated that several Publicis Groupe agencies will work on the account, including Publicis Worldwide for advertising, Starcom MediaVest Group for communications planning, MS&L for PR, Digitas for interactive marketing, Arc for promotional marketing, and Saatch & Saatchi X for shopper marketing. Publicis Groupe will also work with independent design house LPK on the account.