Indiantelevision.com Team

(17 January 2009 5:00 pm)

MUMBAI: Proctor & Gamble has shifted the creative duties of its entire oral brands range to Publicis Worldwide in a move to consolidate its oral-care business with a single agency.

Prior to the switch, Publicis Groupe sibling Saatchi & Saatchi was the incumbent agency handling the creative duties.

Previously, Publicis handled P&G's Oral B business globally under 'brand agency leader' model. The model is being expanded to encompass the bulk of the oral-care category.

The shifts, which includes brands such as Crest, Scope, Glide, Blend-a-Med, AZ and Ipana, will take into effect from 30 June.

Crest's previous lead agency was Saatchi & Saatchi, which handled the business in the US, Europe and China, while Publicis handled the brand in Latin America. Also, Beacon, a joint venture between Leo Burnett and Dentsu, handled the account in Japan.

Hence, while Saatchi will hand over the US and European duties to Publicis Worldwide, the agency will retain its Chinese business and Beacon will also keep its Japanese assignment.