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
As a result, Saatchis will add responsibility for Fairy Glazeguard to
the Cascade dishwasher detergent business it already handles in the
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
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
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.