French holding company Publicis will handle all marketing for P&G’s Oral-B line of dental care products–everything from advertising to package design and public relations. All said, it’s a $65 million win over incumbent Omnicom. P&G calls this consolidation a “new way to work with agencies.”
According toBrandweek:
“Implementing an agency model that moves us from many separate agencies to one team, one leader and one purpose for a franchise will strengthen accountability, simplify decision-making and generate bigger, better, more holistic ideas,” said the company’s global marketing officer, Jim Stengel, in a statement. “This is a new way to work with agencies for Oral-B and an important move for P&G.”
But the article goes on to say: “Several Publicis Groupe agencies will work on the account, including Publicis Worldwide (advertising), Starcom MediaVest Group (communications planning), MS&L (PR), Digitas (interactive), Arc (promotional marketing) and Saatchi & Saatchi X (shopper marketing). Publicis Groupe will also work with independent design house LPK on the account as well.”
I guess ‘full-service’ is back in vogue.
True, Publicis hands off the work to other agencies in its network. But at the end of the day, Publicis sets the strategy.