Publicis Worldwide poised to win Fairy consolidated global account

Procter & Gamble is planning to consolidate its global creative account for Fairy into Publicis Worldwide, Campaign understands, after ending its longstanding relationship with Grey.

Fairy: Grey created a 2013 campaign starring Sean Bean
Fairy: Grey created a 2013 campaign starring Sean Bean

In January, P&G made a strategic business decision to consolidate all its 'Dish' business – which comprises the Fairy range (liquid and tablets) and P&G Professional washing up liquid – into one agency.

It pitted the brand’s two existing agencies – Publicis Worldwide in the US and Grey in the rest of the world – against each other for the business in January. 

It is understood that P&G is about to appoint Publicis Worldwide to the full account.

The consolidation is part of P&G’s drive to cut up to $500 million (£354 million) from its marketing budgets and reduce the number of agencies with which it works. 

Grey benefited from one such consolidation in May last year, when global creative work for its shaving brands – Venus, Braun and Art of Shaving – moved across from Omnicom’s BBDO. Grey already held the global Gillette account.


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