Evans Hunt Scott lands P&G tasks

Procter & Gamble has underlined its new, more flexible approach to

advertising by appointing the below-the-line agency, Evans Hunt Scott,

to promote a number of undisclosed brands. The move follows a pitch

which also involved some of P&G’s above-the-line roster agencies.

The move signals P&G’s increasing willingness both to consider

alternatives to traditional TV advertising and to work with non-roster

agencies. It also confirms its more relaxed attitude to client conflict:

EHS has a long-established relationship with Tesco, which would once

have been regarded as a competitor.

A prepared statement said that the agency would work on ’developing

direct campaigns for a number of unspecified brands in the company’s

portfolio’.

The victory is especially sweet for EHS as it comes just two months

after its affiliated advertising agency network, Euro RSCG Worldwide,

was ditched from P&G’s global agency roster (Campaign, 29 January). The

end of the 43-year-old relationship meant that Euro RSCG lost dollars

100 million of billings worldwide.

At the time, Denis Beausejour, P&G’s vice-president of global marketing,

explained that the changes were ’part of an ongoing effort to simplify

the agency line-up for our brands’.

The fmcg giant’s roster now comprises Saatchi & Saatchi, Grey, DMB&B and

Leo Burnett. It has worked with Grey’s below-the-line sister, Joshua, on

Pantene and Pringles but never with EHS during Euro RSCG’s tenure.

Terry Hunt, EHS’s chairman, said: ’P&G is very advanced in its

relationship marketing thinking. It already recognises the power and

efficiency of direct communication with customers in this sector. We’re

thrilled to have been chosen to help them develop long-term direct

strategies.’

Roisin Donnelly, the marketing director of P&G, said: ’This is an

increasingly important area for us. EHS demonstrated the creative and

strategic skills we need.’

This article was first published on Campaign