Magazine article Marketing

P&G Pools Global Ads into Publicis and Grey

Magazine article Marketing

P&G Pools Global Ads into Publicis and Grey

Article excerpt

Procter & Gamble has realigned the majority of its global advertising into Publicis Groupe and Grey Global Group following Publicis' closure of the D'Arcy network last month.

As predicted exclusively in Marketing last week, the FMCG giant has divided its ad arrangements along category lines. The decision also results in the Arnold/McGrath network being dropped.

The Publicis Groupe is the major beneficiary of the restructure. The agency now dominates in the baby and family care category, gaining global accounts for Bounty, Tempo and Charmin among others. In the UK Bounty was previously held by Arnold agency Partners BDDH and Tempo and Charmin by D'Arcy.

In healthcare, the D'Arcy-held Crest and Vicks brands move into Saatchi & Saatchi and Publicis respectively.

Leo Burnett now holds the majority of fabric and homecare, gaining D'Arcy accounts Bounce, Fairy, Swiffer and Viakal. The agency, which was expected to pick up most of D'Arcy's accounts after effectively merging with it in the UK, also gains Alldays and Always from D'Arcy in the beauty care category. …

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