Starfish was asked to pitch for the business on the back of its work launching Colgate Dental Gum last autumn (PRWeek, 17 August 2001).
Cohn & Wolfe will continue to work on the account until its contract expires in March.
Starfish joint managing partner Julien Speed, who heads the account team, said the strategy for Colgate-Palmolive focused on the twin strands of new product launches and attempting to make use of the client's reputation.
'The Colgate brand is the most trusted toothpaste brand, so any oral care product with its branding will sell.
We felt they weren't really leveraging the brand equity, and it was a similar case with Palmolive,' he said.
The agency reports to UK marketing director Ric Lovell.