To support P&G's efforts to reach African-American consumers, ad agencies Burrell and Carol H Williams Advertising will take on additional task for a variety of P&G's brands.
The relationships with the two agencies will be handled by P&G's global agency partners: Grey Global Group, which will form a strategic alliance with CHWA; and Publicis Groupe, which already owns Burrell.
Jim Stengel, P&G's global marketing officer, said: "Expanding our relationships with Burrell and Carol H Williams Advertising makes good business sense. Through these partnerships, we will find more effective and integrated ways to better build our brands with African-American consumers."
P&G said that its ability to succeed in the African-American market was critical to its long-term business growth. African-Americans represent about 13% of the US population and over $646bn (£387.5m) of the total buying power.
The work done by Burrell and CHWA will be included as part of P&G's integrated marketing approach.
It will see Leo Burnett, also owned by the Publicis Groupe, partner with Burrell on Always, Cheer, Gain and Tampax. Sister agency Publicis Worldwide will partner with Burrell on Bounty and Charmin.
Publicis Groupe's third agency group Saatchi & Saatchi will team up with Burrell on Crest, Folgers, Iams, Luvs, Pampers and Tide.
Grey Advertising will work with CHWA on Cover Girl, Pantene, and Pringles. CHWA will also be assigned the Texture & Tones, a new beauty care brand aimed at meeting the needs of African-American women.
Thomas J Burrell, chief executive officer of Burrell, said: "This is a groundbreaking initiative for the industry. We applaud P&G for this significant step towards winning with African-American consumers."
Specialising in the African-American and urban market, Burrell is a full-service marketing communications company with offices in Chicago and Atlanta and has been in business for more than 30 years. Its clients include McDonald's, Toyota, Coca-Cola USA, Verizon and Sears.
Founded in 1986, CHWA is an independent full service advertising and marketing agency that specialises in the African-American market. Clients includes General Motors, Coors Brewing, Federal Express and Bank of America.
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