Gillette has switched its £56m global oral care account from
New York-based Interpublic agency Gotham to Omnicom's BBDO
Worldwide.
In the UK, the move will see the creative account, encompassing the
company's Oral B and Braun Oral Care brands and estimated to be worth
£3.3m last year, shift from IPG's Lowe Lintas to Abbott Mead
Vickers BBDO.
Gillette officials in the US acknowledged that all global advertising
would be moved to BBDO Worldwide agencies, but both Gillette UK and AMV
BBDO declined to comment on the decision.
Sister Omnicom agency OMD UK will continue to handle media for all
accounts.
BBDO Worldwide adds the new business to its already large portfolio of
Gillette products. Gillette is set to launch dozens of new products,
including three new Braun Oral-B toothbrushes.
The company's electric and rechargable power oral care range is its
fastest-growing product line, showing net sales growth of 22.5% from
1995 to 1999.
The brand commands 68% market share in the power toothbrush
category.
Last month, recently appointed Gillette chief executive James Kilts said
he would launch a "strategic sourcing initiative" to examine all
relationships with agencies and other third-party suppliers.
Kilts, who arrived at Gillette in January, also hinted that the company
might boost its marketing spend to put it more in line with its
competitors.
Gillette's total advertising spend as a proportion of sales has slumped
to 5.6% from 8% since 1995 - a fall of more than £40m.
AMV BBDO's recent work for the company includes the £15m TV
campaign accompanying the launch in April of its Venus razor for women.
The ads featured bikini-clad women swinging their newly shorn legs to
Venus by 80s pop group Bananarama.
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