Publicis Groupe gulps up Oral-B global account

Global - P&G has assigned agency responsibility for its global Oral-B business to Publicis Groupe, with the Groupe’s agencies of Publics, Starcom MediaVest Group, MS&L, Arc and Saatchi & Saatchi to work on the account.

Publicis Groupe had won the account in competition with Ominicom and is tasked to lead a new agency model for Oral-B that not only encompasses ad agency responsibility, but will also integrate areas such as package design, interactive marketing, media planning and buying, public relations and shopper marketing.

“We’re changing in a big way our approach to agency support for the Oral-B business -- our desire for seamless integration has led us to implement an agency model that brings together a dynamic group of agency resources to deliver holistic communication plans for Oral-B moving forward,” Charlie Pierce, president for global oral care said in a statement.

“Implementing an agency model that moves us from many separate agencies to one team, one leader and one purpose for a franchise will strengthen accountability, simplify decision-making and generate bigger, better, more holistic ideas. This is a new way to work with agencies for Oral-B and an important move for P&G,” Jim Stengel, global marketing officer, Procter & Gamble. said