Gillette puts £400m global media strategy out to pitch

Gillette has opened the door to the non-roster agency MindShare as it triggers a review of its £400 million global media arrangements.

The WPP network, which currently holds no planning or buying brief from the shaving giant, will pitch against Omnicom's OMD, which holds the account in Europe and North America, and IPG's Universal McCann, which handles all other territories.

WPP's Ogilvy network currently handles Gillette's Duracell account in parts of Latin America and is currently vying to regain the US business from BBDO. Gillette has cited a continuing relationship with Ogilvy as opening the door for MindShare to pitch for the consolidated media account.

The media review forms part of a strategic sourcing initiative covering all of Gillette's procurement and suppliers. The media networks will present planning and buying case studies to Gillette in late August, with a decision expected in September.

The review will be headed by Gillette's vice-president of marketing services, Dick Cantwell, and its European media director, Michael Winkler.

It will not affect Gillette's creative arrangements, which are split worldwide between the McCann-Erickson, BBDO and Lowe networks.

Last July, BBDO picked the £53 million consolidated global account for Gillette's oral care business, including the Oral-B range.

Gillette currently spends £10 million annually through OMD in the UK, where the agency has worked on the account since 1990.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus