Gillette moves Oral-B into LH-S after US realignment

Gillette-owned dental products company, Oral-B, has moved its 2m advertising business out of Abbott Mead Vickers.BBDO and into Lowe Howard-Spink after a realignment of the business out of BBDO in the US.

Kate Earl, brand manager for Oral-B in the UK says: “We were happy with the work AMV was doing for us, but it makes sense to appoint Lowe Howard-Spink to the UK business in order to benefit from network synergies.”

AMV has handled the Oral-B business in the UK for the past five years. Electric shaver company Braun is a sister brand to Gillette, and also uses LH-S as its global agency.

Media buying for Oral-B is through AMV group media agency, New PHD which will be unaffected by the change of creative agency.

The Oral-B range includes the Advantage toothbrush, which was advertised on television in the spring. Last year global sales of Oral-B brands were $624m (374m)

Last year according to figures from Register-MEAL, Oral-B spent 700,000 on UK advertising but the company says it has ambitious plans for the brand and is looking to increase its spend over the next year.

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