Tambrands, which owns the Tampax feminine hygiene brand, has asked two agencies to pitch for its worldwide account which has been held by BBDO since 1993.
The account is now run out of BBDO’s New York office but Tambrands has asked McCann-Erickson and FCB/Leber Katz Partners, both in New York, to pitch for the business.
In the US alone the account is understood to be worth $66m (42m).
Tambrands chief executive Edward Fogarty previously worked with both agencies when he ran the US division of Colgate-Palmolive, a former client of both agencies.
Tambrands is understood to have become increasingly unhappy with the work by BBDO which was awarded the US account in 1991 and the global business two years later. It is not known whether BBDO will pitch for the business.
Fogarty said earlier this year that the company had suffered from “under-marketing” in the past – citing poor new product development and light advertising support.
Nevertheless, Tambrands is estimated to account for about half of the $800m (510m) US market.
The company has since launched a number of new products in the US and is understood to be pursuing a more aggressive marketing strategy. It is also believed to be investigating licensing opportunities for the Tampax brand.