Wieden is out as Procter & Gamble reviews Secret account
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Procter & Gamble Co. has put its Secret deodorant account, formerly handled by Wieden & Kennedy, into review.
“We are exploring options for our Secret advertising as we seek to more effectively and efficiently connect with our consumers,” P&G says in a statement. “This decision is consistent with P&G’s broader agency reinvention effort. We still very much value our partnership with W&K. They remain a close and important P&G partners on Old Spice and Olympics.”
Wieden took over the Secret account in 2015 from Publicis Groupe’s Leo Burnett. P&G didn’t say which of its roster shops may be options to take over as lead creative agency on Secret, but WPP’s Berlin Cameron has done recent project work, including a new ad in support of equal pay for women.
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