BMP Optimum nets pounds 16m Gillette task

Gillette has moved the media planning and non-TV buying for its blades and razors division out of New PHD, centralising its pounds 16 million account into BMP Optimum as it prepares to increase its advertising spend next year to around pounds 20 million.

Gillette has moved the media planning and non-TV buying for its

blades and razors division out of New PHD, centralising its pounds 16

million account into BMP Optimum as it prepares to increase its

advertising spend next year to around pounds 20 million.



BMP Optimum now holds all media planning and buying for Gillette, with

the exception of planning for Right Guard and Natrel Plus, which remains

with Saatchi & Saatchi.



Last year, New PHD also lost the pounds 3.5 million planning and non-TV

buying on the Pepsi Cola account to BMP when the drinks company

centralised its media.



BMP Optimum has worked with Gillette since 1990 when it was

sub-contracted by the BBDO network for TV buying on the blades and

razors account. In 1993, it gained media buying on Right Guard and

Natrel Plus from Zenith.



David Bashaw, the regional marketing manager for Gillette in Northern

Europe, said BMP had been invited to put forward a presentation for

non-TV buying and planning before it was appointed. Gillette will

continue to work with Drum PHD on sponsorship projects.



Bashaw said: ’Operationally, it’s easier for us to work with one agency

and concentrate our media spend. We do expect to spend more next year

when the benefits of consolidation come into play.’



Paul Taylor, the managing director of BMP Optimum, said: ’Having worked

for seven years as TV buyers on Gillette, it’s given us an insight into

the company. Our contribution to Gillette’s business has been recognised

and rewarded.’



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