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