TBWA sees off three networks to pick up dollars 45m Bic business

TBWA has won the dollars 45 million global advertising account for Societe Bic, the Paris-based manufacturer of pens, razors, shavers and lighters.

TBWA has won the dollars 45 million global advertising account for

Societe Bic, the Paris-based manufacturer of pens, razors, shavers and

lighters.



Bic began moves to centralise its advertising account earlier this

year.



It held a pitch last month between four global networks - TBWA, Euro

RSCG, Ogilvy & Mather and Grey.



Bruno Bich, the chairman and chief executive of Societe Bic, said: ’This

is part of our strategy to unify our worldwide communications - to

deliver a single, powerful Bic brand message to the global

consumer.’



Euro RSCG was the main global incumbent on the business, although Bic

had relationships with a number of agencies around the world. Ogilvy &

Mather will continue to handle the Bic-owned Tipp-Ex brand worldwide,

despite losing the recent pitch.



Jean-Marie Dru, the president of TBWA International, said: ’Bic is a

global institution, a true icon. Our challenge is to build upon the Bic

brand name worldwide.’



Paul Bainsfair, chairman of TBWA GGT Simons Palmer, added: ’Winning Bic

is a great endorsement of the TBWA network. It is a world-class brand

and we are looking forward to producing famous advertising.’