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.”
