Procter & Gamble has appointed Saatchi & Saatchi to a new direct marketing account called 'Golden Households'.
Golden Households involves P&G organising 16 of its brands, which include Ariel, Fairy, Pampers and Sunny Delight, into two groups of eight products.
Products in each group will then be jointly marketed through direct mail that contains information and offers on each of the eight products.
The programme will enable P&G to cross-sell products to consumers as well as collect information from households.
Saatchis is thought to have pitched against the fellow roster agencies IMP and Grey Desire for the business. One agency source said: 'The brief is to target consumers with more than one brand. It will be a hard task to work out what Ariel has in common with a brand such as Olay.'
Saatchis' existing P&G advertising accounts include Iams dog food, the Physique haircare brand, Ariel and Pampers.
Saatchis refused to comment on the appointment.