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.’
