Colgate-Palmolive drops Starfish in favour of C&W

Cohn & Wolfe has recaptured the UK consumer and trade account for Colgate-Palmolive, as the group strives to keep global rival Procter & Gamble at bay.

The move is a blow to Starfish Communications, for which Colgate was one of its biggest accounts.

C&W held the account for eight years before losing it to Starfish in early 2002 (PRWeek, 22 Feb 2002). C&W consumer MD Claire Mann confirmed the agency had won the brief but declined to comment further.

Colgate-Palmolive's UK performance has picked up in 2006 after a ‘flat' 2005.

Its new-produqact department has been working overtime to produce new ranges of its flagship Colgate toothpaste brand tailored to specific age groups.

Both Colgate and Palmolive are well-established brands in the UK. C&W's brief includes maintaining consumer trust in the brands and working on launches throughout the year.

Over the past year the group has introduced toothpaste variants Colgate Time Control, Max Fresh and Sensitive Multi-Protection, as well as battery-powered toothbrushes - all of which were credited with boosting the firm's sales figures.

Starfish's brief included crisis and issues management work, roles that are now expected to be passed over to C&W.

As well as rivals such as Procter & Gamble, Colgate-Palmolive also competes with smaller firms such
as Avon.

The company's European sales make up nearly a quarter of global revenue. Growth across the region for Q2 this year was 2.5 per cent. It said it has splashed out on ‘record advertising spending' globally this year.

Neither Starfish nor Colgate-Palmolive UK marketing director Peter Torrington were available for comment as PRWeek went to press.

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