Havas Communications is reasserting its place on the Procter &
Gamble roster with news that the world's biggest advertiser is
realigning a major slice of its business into Havas' Arnold Worldwide
The realignment begins with the allocation of P&G's pounds 3 million
Bounty account, previously handled by Leo Burnett, to the Arnold
subsidiary Partners BDDH in the UK. Havas has simultaneously shifted the
New York agency Jordan McGrath Case & Partners/Euro RSCG into the Arnold
Jordan McGrath handles the Bounty business in the US and its fellow
Arnold agency, the Germany-based Rempen & Partner, has recently been
allocated the business in the German market. The European business will
be run from P&G's Geneva offices.
Details have yet to emerge about which other brands are to move to which
network, but insiders think more P&G business will follow Bounty into
Havas lost dollars 100 million of P&G billings when the advertiser
pulled Euro RSCG Worldwide from its main global roster at the beginning
Jordan McGrath was the only Euro agency that remained on the P&G roster
at that time.
The Arnold appointment gives P&G access to a creatively focused
For several years its main rival, Unilever, has maintained a roster of
creative shops, such as HHCL & Partners and Mother, alongside its global
network roster. Arnold joins Grey Worldwide, Saatchi & Saatchi, Leo
Burnett and D'Arcy on the P&G roster.
Havas bought Snyder Communications in February last year in a dollars
2.1 billion deal that brought Brann Worldwide, Partners BDDH and Arnold
into its fold. Havas then launched Arnold Worldwide Partners, its new
global agency network, in October. The move brought the six agencies
previously in the Campus network, including Rempen & Partner, into the
P&G spent an estimated dollars 53 million on its Bounty brand last year.
The account is estimated to be worth pounds 15 million across Europe,
where its main markets are in the UK and Germany.
Later this year P&G will launch a smaller version of Bounty in the US,
which will be able to be pulled individually from a tissue box.
No one at Arnold, Partners BDDH or P&G was available for comment as
Campaign went to press.