The move is a blow to OMD, which held the business in the US, Europe and Australia/New Zealand. Universal McCann loses the business in Asia and Latin America. However, Dentsu will continue to handle the media account in Japan.
OMD and Universal McCann pitched against MindShare, a non-roster agency, for the business. MindShare will work across all Gillette brands including the razor products Mach3 and Venus, Braun, Oral B and Duracell.
Gillette's review team was led by Dick Cantwell, Gillette's vice-president of marketing services, and Michael Winkler, its European media director.
Winkler said: "We were very interested in finding a network that could service us globally. Secondly, we were looking for a partner with state-of-the-art media research and tools to improve the accountability of our media."
Dominic Proctor, the chief executive of MindShare Worldwide, said: "This win is a real endorsement of the strength of our network and is precisely the reason we set up MindShare in the first place. Gillette knows what it wants, is progressive in its thinking and understands the value of centralising its business despite never having had a global media partner before."
MindShare said its Schick-Wilkinson Sword account, a direct competitor to Gillette, will remain unaffected for the time being. Pfizer, the owner of Schick-Wilkinson Sword, is currently considering selling the business.
In the UK Gillette's media spend is £8.5 million. The account will move to MindShare in January.
The appointment of MindShare deepens WPP's relationship with Gillette.
Ogilvy & Mather holds the Duracell creative account but the bulk of its creative remains with Omnicom's BBDO. Creative agencies were unaffected by the media review.
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