P&G assigns all wash-care brand campaigns to Publicis

P&G appoints Publicis as the agency responsible for advertising campaigns for its wash-care brands

Publicis takes over P&G's brands

This marks a major shift, as the brands reach 32 countries. The firms have previously collaborated, with Publicis handling North American campaigns for P&G brands including Yes, Joy, Salvo, Ayudin, Magistral, Dreft, and Jar. As reported by "The Drum", Publicis will also take over the advertising campaign for Fairy from agency WPP Grey.

The changes made by P&G are part of a broader consolidation effort designed to deliver concrete cost savings. In this way, P&G aims to save over EUR 116.8 million (USD 132.3 million) in agency marketing fees over two years.

Results of previous cuts

By July last year, the company had ended partnerships with 40% of its various agencies, saving EUR 84.8 million (USD 95.6 million) from its campaign budget. In 2016, P&G planned to save an additional EUR 46.1 million (USD 52.1 million), with budget consolidation contributing to a 35% increase in profits in 2015.

Summary

Consortium P&G has assigned Publicis to handle advertising campaigns for its wash-care brands across 32 countries. Publicis, which previously managed North American campaigns for brands such as Yes, Joy, Salvo, Ayudin, Magistral, Dreft, and Jar, will also take over the Fairy advertising from WPP Grey.

This is part of a consolidation strategy expected to generate more than EUR 116.8 million (USD 132.3 million) in agency savings for P&G over two years. By July of last year, the company had terminated partnerships with 40% of its agencies, saving EUR 84.8 million (USD 95.6 million), and planned to cut another EUR 46.1 million (USD 52.1 million) in 2016.