As a result of Procter & Gamble's realigning its advertising agencies globally, Ambience D'arcy has lost out P&G accounts. It handles two of its power brands - Whisper and Vicks. When contacted by exchange4media, said Elsie Nanji, Vice Chairman and Chief Creative Officer, Ambience D'arcy, "We have not been informed of these account moves as of now. However, as Publicis has dissolved D'arcy, it must have some plans for it, and I am sure we will be a part of those plans." However, she refused to comment on what these plans could possibly be.
And Nakul Chopra, President, Ambience D'arcy adds, "We would have a clear picture within a couple of weeks or so. The simple reason that it was decided to shut the agency and not merge it with a partner agency was to avoid a conflict in business. The plan for the agency is being decided on a country to country basis, and that is the most officious way to do it. And only once it is chalked out, will we know whether it would lead to any loss of revenue or not"
Meanwhile, Arvind Sharma, Chairman & CEO, Leo Burnett India said, "This is a global account realignment to be implemented within 90 days, and P&G's advertising in India, of course, is going to be a part of it."
Saatchi & Saatchi and Grey Worldwide, though added quite a few P& G brands to their roaster worldwide, have not got any new P&G accounts in India.
Though the media spend on both the accounts is pegged at about Rs 20 crore, the fee paid to the creative agencies is not known. Both the incumbent and new agencies on account refused to comment on the size of the business. As is known, P& G pays a fee to its agencies, and this fee is decided on a global basis.
Would the new alignment impact the media buying and planning arrangements for the client in India is not yet known. Media planning for P&G in the country is handled by Satrcom while media buying is done by Madison. However, it seems that Madison has nothing much to worry about, as P&G did not move its media account at the time when the ties between D'arcy and Madison were broken, and D'arcy tied up with Ambience - though it did shift its creative business to D'arcy.
The company has decided to realign its advertising agency line up due to Publicis Groupe's decision to close down its struggling D'Arcy Massius Benton & Bowles agency earlier this year.
The top ad-spender in the world took this opportunity to also drop Havas Advertising's Arnold/McGrath that managed about $80 million worth of advertising for P&G brands. According to media reports, P&G terminated the relationship with Arnlod, though it was extremely happy with the agency's performance, because it was not the biggest client for the agency.
It, however, is the biggest client for both Paris-based Publicis and New York-based Grey Global Group. All the ad agencies handling various P&G brands belong to these two groups now.