Oral-B to move from O&M to Ambience Publicis

This is a result of a global realignment in which the Oral-B brands have been moved to the Publicis Groupe

P&G’s premium toothbrush brand, Oral-B, is all set to move from O&M to Ambience Publicis. This is consequent to a global realignment under which both the creative and media duties have been awarded to the Publicis Groupe following a shootout against the Omnicom Group.

Senior sources at Ambience Publicis have confirmed this development to agencyfaqs!

When Gillette, which owns the Oral-B brand, was bought over by Procter & Gamble, the creative duties for all the Gillette brands were aligned with the Omnicom Group’s BBDO. Similarly, the media duties were awarded to the Publicis Groupe’s Starcom MediaVest.

Oral-B to move from O&M to Ambience Publicis

Back in India, as a result of this movement, the creative duties for Gillette were aligned with an Omnicom Group agency, RK Swamy/BBDO, but the Oral-B brand was kept with O&M. Prior to the merger, the entire Gillette bouquet was handled by O&M and MindShare in India. But the media duties for Gillette were moved to MediaCom and Madison from MindShare. While MediaCom handled the planning function, Madison was responsible for media buying.

A year later at the global level, the Oral-B brand has been separated from the Gillette kitty and moved to the Publicis Groupe. Several Publicis Groupe agencies will work on the account. For instance, Publicis Worldwide will handle the creative, Starcom MediaVest Group will handle communications planning and Digitas will handle interactive media. Similarly, Arc will be responsible for promotional marketing, while Saatch & Saatchi X will handle shopper marketing.

As a result, the creative duties in India are ready to move to Ambience Publicis, a Publicis Groupe agency. However, the global realignment will have no effect on the media duties for Gillette and Oral-B, and MediaCom and Madison will continue handling their respective responsibilities.

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