Publicis and Grey vie for global Fairy liquid

Procter & Gamble is reviewing its global creative arrangements for Fairy liquid.

Fairy: P&G brand
Fairy: P&G brand

The company is pitting the brand’s two existing agencies against each other for the account. 

Publicis Worldwide currently holds the US account, while WPP’s Grey handles the rest of the world. 

The move is part of P&G’s drive to cut up to $500 million from agency fees and reduce the number of agencies with which it works. This consolidation project was announced in April 2015. By July, the number of agencies had been cut by 40 per cent globally.

Grey benefited from one such consolidation in May last year, when global creative work for its shaving brands – Venus, Braun and Art of Shaving – moved across from Omnicom’s BBDO. Grey already held the global Gillette account.

Last summer, P&G agreed to sell more than 40 of its beauty brands, including Max Factor and Wella, to Coty for $12.5 billion.

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