P&G consolidates global shaving business into Grey

Procter & Gamble, the world's biggest advertiser, has consolidated the global creative work for its shaving brands from Omnicom's BBDO to WPP's Grey.

Venus: #UseYourAnd campaign for the P&G brand
Venus: #UseYourAnd campaign for the P&G brand

Grey will now take on the global creative accounts for Venus, Braun and Art of Shaving brands, which make up P&G's grooming product category. 

Abbott Mead Vickers/BBDO previously held the retained creative account for Braun, although it had not produced any work in recent years. 

The move also includes the global shopper marketing work, which moves from Omnicom’s Integer Group to Grey Shopper.

Grey already has the global Gillette advertising account, which it won in 2013, ending BBDO’s 47-year relationship with the shaving brand. 

During a P&G earnings conference call last month, the global brand officer, Marc Pritchard, said he was looking to consolidate the company’s global agencies in order to save up to $500 million annually in agency fees and production costs.

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