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Procter & Gamble has switched Clairol's £8m UK media planning

business from MediaVest to MediaCom and its creative business from Banks

Hoggins O'Shea/FCB to Grey Worldwide London, as it completes its

purchase of the brand from Bristol-Myers Squibb.

Procter & Gamble, which spent £3.4bn on the deal in its

largest-ever buyout, is counting on Clairol to give it an edge over

Unilever's Organics and Salon Selectives haircare lines.

Procter & Gamble has said it will raise global adspend for the range,

which has seen its market share eroded by L'Oreal in recent years.

The acquisition also gives Procter & Gamble an entry into the £4.9bn colourants market.

Globally, the company is shifting advertising for Clairol brands Nice

'n' Easy, Natural Instincts, Hydrience and Ultress from Foote, Cone &

Belding to Grey Global Group's Ericsson-Fina.

However, creative work for Aussie, Infusium and Herbal Essences remains

with New York-based Bcom3 agency Kaplan Thaler.

It is not clear whether the switch of media agencies in the UK extends

to other markets. MediaVest currently holds the global media planning

business for Clairol. Media buying is handled by a roster of

agencies.

In the UK, MediaCom handles buying for Clairol print ads.