NEWS: Y&R picks up Colgate global task

Young and Rubicam has scooped Colgate-Palmolive’s entire dollars 550 million worldwide account in an international realignment which deprives Foote Cone and Belding of an estimated dollars 200 million in billings.

Young and Rubicam has scooped Colgate-Palmolive’s entire dollars 550

million worldwide account in an international realignment which deprives

Foote Cone and Belding of an estimated dollars 200 million in billings.



In the UK, Y&R already has the lion’s share of the business, but it

gains the Ajax household cleaner brand with its three variants - cream,

liquid and scourer - which Colgate-Palmolive did not back with any

advertising support last year. A campaign is planned for next year.



Reuben Mark, the chairman and chief executive officer of Colgate,

promised: ‘We will be investing even more in core brand advertising next

year.’



Soft and Gentle anti-perspirant was awarded to Y&R from FCB a year ago.

This year, Colgate-Palmolive has been running adaptations of FCB ads,

spending pounds 1.5 million on the brand, but a big relaunch and a new

campaign backed by a hefty spend is expected early next year.



Toby Hoare, the managing director of Y&R in London, commented: ‘This is

a very positive statement from our largest client. Our agency network is

big and robust enough to accommodate this brave move.’



In addition to the realignment, a new agency payment plan has been

introduced, involving a switch from commissions to a fee-based system

with added performance incentives.



Mark explained: ‘This consolidation is a further step to increased

efficiency, agency accountability and ever-improving creativity, while

freeing up additional funds for brand-building media.’



Colgate is the first fmcg giant to consolidate all its worldwide

advertising into one agency, in a move which tops IBM’s dollars 500

million global switch into Ogilvy and Mather in May 1994.



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