The account, previously held by the fellow Publicis Groupe subsidiary Saatchi & Saatchi, is split equally between the US and Europe. The European portion of the account will be moved to Publicis London from Saatchis' office in Milan. The appointment of Publicis aligns advertising for Crest with that of P&G's other oral-care brands, including Oral B, which was handed to the agency two years ago. Crest is the second-largest P&G-owned brand in the US by media spend, after Oil of Olay.
Publicis has been handed the $200 million (£136 million) global advertising account for the Procter & Gamble-owned toothpaste brand Crest.