Gillette centralises media at BMP after BBDO global victory

BMP OMD has extended its relationship with Gillette in the UK, despite the manufacturer’s decision to consolidate all media planning and buying for the US and Western Europe into the BBDO worldwide network.

BMP OMD has extended its relationship with Gillette in the UK,

despite the manufacturer’s decision to consolidate all media planning

and buying for the US and Western Europe into the BBDO worldwide

network.



The BBDO media agency in the UK is New PHD, but BMP - part of BBDO’s

sister Omnicom network, DDB, and a fellow member of Omnicom’s global

media network, Optimum Media Direction - has a strong historical

relationship with the client in the UK.



As a result of the changes, New PHD will lose its Oral B account, which

spent pounds 1.4 million in the last year, according to MMS. And

Universal McCann will relinquish Gillette’s stationery brands, such as

Papermate, Parker and Waterman pens. These could be worth more than

pounds 1 million in media spend over the next year.



Charlie Varley, OMD’s international sales and marketing director, said:

’You can’t overturn history. New PHD was bought by AMV three years

ago.



The relationship with Gillette and BMP predates that and they do a great

job on it.’



BMP OMD has worked on the Gillette account since 1990 and gradually won

more and more of the business. Its first assignment was a sub-contract

from the BBDO network for TV buying on the blades and razors account. In

1993, it gained the media buying for Right Guard and Natrel Plus from

Zenith Media. During 1996, BMP won Gillette’s Braun business from CIA

Medianetwork.



In October 1997, Gillette centralised its entire media account for its

blades and razors division into BMP, transferring the media planning and

non-TV buying from New PHD. Last year, BMP won Gillette’s Duracell

account.