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Procter & Gamble has shifted its global creative duties for the Old Spice brand from Publicis Groupe’s Saatchi & Saatchi to independent Wieden + Kennedy after a pitch, Adweek writes. W+K will also handle media planning and buying for the brand in North America; Starcom MediaVest Group will continue to handle media planning and buying in other markets. Billings were not disclosed, but P&G spends about $80 million on Old Spice in the U.S. alone, according to Nielsen Monitor-Plus.
The move marks a mini-trend of big marketers moving media accounts back to brand agencies, Mediapost points out, noting that the Old Spice shift took place on the same day that DirecTV pulled its $200 million media account from Omnicom’s OMD and bundled it with creative at Interpublic’s Deutsch unit. Interestingly, the losing agencies in the current trend - OMD, SMG, among others - are considered best in class among media agencies.
This may indicate big marketers are growing concerned about the fragmentation of media and media strategy from the brand agencies that are crafting their advertising messages. It follows the unbundling of big agency media departments into freestanding media services shops, which has caused mass consolidation in the world of media planning and buying in the last decade or so, the Mediapost article states.
While a P&G spokesperson said that the shift of media planning to the creative agency is only a test, the company hopes that it will lead to a more innovative approach to brand building and something it can extend to other brands.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
