Colgate taps Cohn & Wolfe for promotional work

NEW YORK: Colgate Palmolive has hired Cohn & Wolfe to handle the majority of the US company's public initiatives.

NEW YORK: Colgate Palmolive has hired Cohn & Wolfe to handle the majority of the US company's public initiatives.

C&W has begun working on marketing PR for such brands as Speed Stick by Mennen and for Colgate's oral care group.

Colgate was already working with Young & Rubicam Brands, another WPP-owned agency, for advertising. The C&W assignment grew out of Colgate's relationship with Y&R, Colgate said in a statement to PRWeek.

Colgate is the largest seller of toothpaste in the US with a 35.9% market share. It sells products in the oral care, personal care, household care, fabric care, and pet care areas, competing with such companies as Procter & Gamble and Unilever.

Colgate late last year announced a global restructuring that sought to increase its use of innovative marketing approaches around the world. It called for a centralization of company purchasing for everything from office supplies to media buys in an attempt to cut costs.

Colgate has been reducing staff and closing facilities this year as it implements its restructuring.

Net income for the company in the first quarter of this year grew 2% to $344.7 million. Global sales volume was up 9%.

Cohn & Wolfe last year won new business from spirits maker Diageo, Absolut, International House of Pancakes, and Cadbury-Schweppes. It's also worked with brands such as Del Monte. The agency has been working to expand beyond its former specialty of healthcare.

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