Right Guard hands £5m media to MEC

Mediaedge:cia has been handed the £5 million Right Guard media planning and buying business without a pitch following Procter & Gamble's decision to sell the brand to its German rival Henkel earlier this year.

The WPP-owned agency has handled Henkel's media planning and buying business in European markets since 2004. The creative account, handled by Abbott Mead Vickers BBDO, is believed to be unaffected by the move.

The Right Guard account, which also includes the Right Guard Extreme and Natrel deodorant brands, was previously handled by Starcom.

Mediaedge:cia said it will work on adopting a more integrated media approach for the Right Guard brand. P&G had allocated the majority of the brand's spend to TV.

Karen Wilson-de Roze, the marketing director at Schwarzkopf, the Henkel division that will house Right Guard, said: "Having worked with Mediaedge:cia over the past few years and having benefited from its excellent communications planning and investment skills, it was an easy decision to extend our relationship across our deodorant portfolio."