Bounty switch as Havas courts P&G

Havas Communications is reasserting its place on the Procter &

Gamble roster with news that the world's biggest advertiser is

realigning a major slice of its business into Havas' Arnold Worldwide


The realignment begins with the allocation of P&G's pounds 3 million

Bounty account, previously handled by Leo Burnett, to the Arnold

subsidiary Partners BDDH in the UK. Havas has simultaneously shifted the

New York agency Jordan McGrath Case & Partners/Euro RSCG into the Arnold


Jordan McGrath handles the Bounty business in the US and its fellow

Arnold agency, the Germany-based Rempen & Partner, has recently been

allocated the business in the German market. The European business will

be run from P&G's Geneva offices.

Details have yet to emerge about which other brands are to move to which

network, but insiders think more P&G business will follow Bounty into

Arnold Worldwide.

Havas lost dollars 100 million of P&G billings when the advertiser

pulled Euro RSCG Worldwide from its main global roster at the beginning

of 1999.

Jordan McGrath was the only Euro agency that remained on the P&G roster

at that time.

The Arnold appointment gives P&G access to a creatively focused


For several years its main rival, Unilever, has maintained a roster of

creative shops, such as HHCL & Partners and Mother, alongside its global

network roster. Arnold joins Grey Worldwide, Saatchi & Saatchi, Leo

Burnett and D'Arcy on the P&G roster.

Havas bought Snyder Communications in February last year in a dollars

2.1 billion deal that brought Brann Worldwide, Partners BDDH and Arnold

into its fold. Havas then launched Arnold Worldwide Partners, its new

global agency network, in October. The move brought the six agencies

previously in the Campus network, including Rempen & Partner, into the

Arnold portfolio.

P&G spent an estimated dollars 53 million on its Bounty brand last year.

The account is estimated to be worth pounds 15 million across Europe,

where its main markets are in the UK and Germany.

Later this year P&G will launch a smaller version of Bounty in the US,

which will be able to be pulled individually from a tissue box.

No one at Arnold, Partners BDDH or P&G was available for comment as

Campaign went to press.