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
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
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