Procter & Gamble has appointed Publicis Worldwide to handle the £135m Crest account, as part of its global realignment under its Brand Agency Leader model.
The business was previously handled by Saatchi & Saatchi but this move makes Publicis the BAL for P&G’s entire oral care category.
P&G says “for the most part” the creative staff working on Crest from Saatchi & Saatchi, which, like Publicis Worldwide, is owned by Publicis Groupe, will move with the account.
Publicis already holds the Oral B dental hygiene brand business, which was the prototype of the BAL model, under which one agency is appointed lead on a brand and then acts as a conduit, coordinating other agencies working on all activities including PR, advertising, packaging, customer relations and media planning and buying.
Since the Oral B pilot began in 2007, other brands have adopted the model. Feminine hygiene brand Always is being led by Leo Burnett, Grey London is responsible for Pringles and Saatchi & Saatchi leads the Pampers business (MW August 14, 2008).
P&G says Gillette and the Braun western European business have also adopted the model, as have some smaller brands such as PuR water purifiers, pet food brand Iams and Swiffer, a sweeper brand that is available in Canada and some European markets.
P&G’s veteran marketing officer, Jim Stengel, who retired in October, spearhead-ed the BAL scheme. Stengel’s successor Marc Pritchard spent 100 days touring P&G’s markets following his appointment and is expected to take a view on the company’s marketing. It is thought the BAL model will be adopted across more P&G brands.