Grey acquires Flash in P&G agency reshuffle

Procter & Gamble is switching its Flash range of household cleaning products from Saatchi & Saatchi to Grey in a further ’tidying’ of its global agency arrangements.

Procter & Gamble is switching its Flash range of household cleaning

products from Saatchi & Saatchi to Grey in a further ’tidying’ of its

global agency arrangements.



In return, Saatchis becomes the global network for P&G’s automatic

dishwasher products. The moves are an extension of a strategy announced

by the world’s biggest advertiser in January, under which global

responsibilities for one product are concentrated into a single

agency.



As a result, Saatchis will add responsibility for Fairy Glazeguard to

the Cascade dishwasher detergent business it already handles in the

US.



Industry sources claim that although the reshuffle will mean Saatchis

losing the pounds 7 million Flash account in the UK - five years after

taking it over from DMB&B - the replacement business will be a net gain

for the network. The most recent TV advertising for Flash has been

fronted by the former Brush Strokes star, Karl Howman.



For Grey, the Flash business complements Monsieur Propre, a variant of

Flash, which the group has run across Europe for some years.



Both Grey and Saatchis are thought to be well regarded by P&G at the

moment.



Grey’s stock is high because of its decision to resign more than dollars

20 million worth of conflicting SmithKline Beecham Oxy spot treatment

business to service P&G’s Clearasil skincare product range (Campaign, 5

March).



Meanwhile, Grey has produced well received work on Fairy Liquid, with

commercials that have moved away from promoting the practical benefits

of the products in favour of gentle humour.



Meanwhile, Saatchis has been re-establishing its relationship with P&G

after a long period out of favour. Kevin Roberts, the network’s

worldwide chief executive, has made the relationship with P&G a top

priority and has devoted a lot of his time to shoring up Saatchis’ stock

with what is its only remaining truly global client.