Hasta La Creative!

Procter & Gamble Co. has moved the global Gillette men’s grooming business to Grey Group following a seven-month review, ending a relationship with BBDO that spans more than 80 years.

The move, announced today by P&G, eliminates the biggest piece of BBDO and Omnicom Group business from the world’s biggest ad spender, though BBDO retains such business as Venus women’s razors, the Art of Shaving, and the billion-dollar Braun shaving brand globally. It covers the global “brand agency leader” assignment for Gillette men’s grooming and global digital advertising, but doesn’t immediately affect other parts of the account, including communications planning handled by Aegis’ Carat, media buying handled by Publicis Groupe’s Starcom Mediavest Group or PR and in-store handled by Omnicom’s Ketchum and Integer Group.

P&G began the review in September focused on North American general and digital advertising, but following a review that included spec global work, resulted in a global assignment. Work will be shifted to Grey during a three-month transition period, said Patrice Louvet, president-global grooming and shaving. The assignment covers Gillette men’s razors, blades, shave prep, skin care and deodorant.

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