W&K wins Old Spice global digital task

Procter & Gamble (P&G) has handed Wieden & Kennedy (W&K) the global interactive account for its Old Spice brand. The agency has also won the global creative brief for the packaged goods giant’s Escada fragrance.

The likely spend on the accounts has not been disclosed but P&G spent $1.5m (£750,000) on internet activity for Old Spice last year and has already spent a further $1.5m in the first half of this year.

Old Spice’s 2006 media spend totalled $60 million in the US alone.

W&K Portland won a rebranding brief for Old Spice in 2006 and the brand has grown strongly following a global campaign launched in February this year.

W&K’s London office will be handling the Escada fragrance projects.

P&G acknowledges the strong performance of Old Spice following W&K’s rebranding campaign is behind the addition of the interactive brief to the creative and media duties it already handles for the brand.

A P&G spokesperson days: “We’ve started taking one agency that we consider very good in one capability and allowed it to expand that to other areas.”