Procter & Gamble has hired Publicis Groupe to handle global marketing communications for its dental care brand Oral-B, following a final two-way pitch against Omnicom Group.
The “Team Oral-B” global appointment, worth about £50m, reflects a change in marketing strategy at P&G. Publicis will handle creative duties while Starcom has been charged with media planning and buying.
Last year, the Oral-B brand, which was previously owned by Gillete, spent $65m (£32m) in the US alone.
MS&L Digitas, Arc and specialist retail arm Saatchi & Saatchi X will also work on the account, which will involve advertising, package design, public relations, interactive marketing, media planning and buying as well as shopper marketing. The only non-Publicis roster agency is design firm LPK.
P&G global oral care president Charlie Pierce says the company’s approach to agency support is “changing in a big way”. Global marketing officer Jim Stengel was also involved in the review.
Pierce argues that a single team will lead to better accountability, more holistic ideas and will simplify decision making. The appointment takes effect in July.
Meanwhile, Publicis looks set to lose its Charmin and Tempo UK accounts following P&G’s sale of the tissue paper brands to SCA Hygiene Products. SCA roster agencies include Bartle Bogle Hegarty and Delaney Lund Knox Warren.