The BBDO network has broken Saatchi & Saatchi’s global grip on
Gillette’s Right Guard and Natrel Plus deodorant business which
stretches back more than a decade.
The switch of the accounts - estimated to be worth about pounds 4
million in the UK - confirms BBDO as Gillette’s leading worldwide agency
and comes in the wake of increasing conflict concerns from Saatchis’
giant Procter & Gamble client.
The world’s largest advertiser is understood to have been growing
restless about the continued presence of Right Guard and Natrel Plus on
Saatchis’ list of brands since the group was assigned to handle P&G’s
Old Spice in North America and Europe from April this year.
It is understood Saatchis has agreed the brands cannot co-exist and that
the agency has accepted that Right Guard, won in 1984, and Natrel Plus,
which arrived four years later, will have to go within the next few
Abbott Mead Vickers BBDO here had been tipped to take the brands in 1995
after the ousting of Maurice Saatchi, but the Charlotte Street agency
managed to retain the business despite being put on 90 days’ notice.
The realignment follows last year’s major internal restructuring by
Gillette which provoked a review of all its supplier relationships.
BBDO is believed to have been awarded the brands without making a
creative presentation, on the strength of its strategic proposals.