Procter & Gamble is moving the dollars 40 million global account
for its Clearasil skincare product range into the Grey network,
confirming a move exclusively forecast by Campaign last week.
The switch follows closely Grey’s decision to resign its worldwide Oxy
spot treatment assignment for Smith-Kline Beecham - worth between
dollars 20 million and dollars 30 million - in preparation for the
anticipated appointment by P&G.
SmithKline has, as a result, handed its non-US Oxy skincare business to
a roster agency, Ogilvy & Mather.
The account in Europe will be run out of the agency’s London office.
Grey and O&M are the only agencies on the SmithKline roster.
Last week, the company confirmed that O&M will also be running the
estimated pounds 2 million Solstis energy drink launch account.
P&G said this week that the changes - which will be effective from the
beginning of next month - were part of its strategy announced in January
to simplify its agency line-up and concentrate global responsibility for
one product into a single agency.
Clearasil is the fifth and last brand to be moved out of Euro RSCG
Tatham in Chicago as well as several other Euro RSCG agencies in Europe
(Campaign, 29 January). The brand had been handled by Leo Burnett in
Latin America and Asia.
The axing of Euro RSCG in January led to the reassignment of global
responsibility for four products.
Grey was given Mr Clean, the liquid household cleanser, while Leo
Burnett was awarded the fibre supplement, Metamucil. Saatchi & Saatchi
was assigned Head & Shoulders shampoo and Old Spice aftershave.
A P&G spokesman said the company had no further announcements at this
time but was continuing to review all product lines.