Adweek: Procter & Gamble has shifted global creative duties on its Old Spice brand to independent Wieden + Kennedy from Publicis Groupe’s Saatchi & Saatchi after a pitch, the company confirmed.
P&G spends about $80 million on Old Spice in the U.S. alone, according to Nielsen Monitor-Plus.
“We’re always seeking best-in-class agencies to bring expertise and creative energy to our brands,” said Paolo deCesare, president, global skin care, personal cleansing and deodorants, in a statement. “Wieden has an impressive brand-building track record, particularly with men. We look forward to having their fresh thinking applied to the business.”
The account move marks the third assignment from the Cincinnati marketer for the agency. The shop already handled Eukanuba pet food globally and a project for Ivory soap in Canada, according to a company representative.