Francisco Ascemsao, marketing chief for Gillette unit Duracell batteries, said Gillette decided to give the business to GCI after being satisfied with the agency's handling of an event to promote Duracell’s Portuguese 30th anniversary and toy-battery survey
‘They did a great job and we decided to give them the account for that reason,’ Ascemsao said, adding that the decision had nothing to do with Porter Novelli’s past performance.
GCI will oversee comms and PR for Gillette’s four operating divisions: Duracell, Braun electric shavers, Oral B dental products and Gillette.
Under the brief of undisclosed billings, the agency’s mission will be to raise the brands' awareness in Portugal by launching events, devising promotional communications and working with the media.
GCI will also oversee PR surrounding the launch of Gillette’s new Mach 3 Turbo men’s razor, the firm’s response to rival Wilkinson Sword’s competing new product Quattro.
Ascemsao said Gillette’s Portuguese sales were ‘satisfactory’ last year and that the company has 80% of the Portuguese razor’s market and about 70% of other consumer categories.
Lisbon-based GCI, which recently celebrated 10 years of business, is a full-services comms firm whose top clients include Carlsberg, Dove and Sony Erikson.