P&G’s Media Duties Shift Marks Growing Trend

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.