Wieden And P&G Look To Raise The Bar On Packaged Goods Advertising

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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.