Procter & Gamble, the world’s largest advertiser, this weekend published details of a $3.8 billion (€3.77bn; £2.41bn) realignment of its global agency roster.
Winners are Publicis Groupe and incumbent network Grey Global Group, both of whom collect additional business. The main loser is Arnold McGrath Worldwide, part of the Havas group, and of course the doomed D’Arcy – whose fate effectively was sealed when Bcom3 and Publicis sought P&G’s blessing in advance of their recent marriage.
The bulk of D’Arcy’s business will be reallocated within the Publicis empire, the main beneficiaries being Publicis Worldwide (its first ever slice of P&G business) and sibling networks Saatchi & Saatchi, Leo Burnett, and Kaplan Thaler Group. Publicis also collects Bounty paper towels from Arnold McGrath and Charmin toilet paper from Darcy – both billion-dollar brands.
Grey Global snatches the remainder of Arnold McGrath’s P&G accounts, among them the global Zest personal wash account and Ace detergent in Europe.
To the unfortunate Arnold McGrath, the godfather’s kiss was delivered by P&G global president baby and family care, Mark Ketchum: “We are grateful to Arnold McGrath, particularly Pat McGrath, for the enormous contribution they have made to our business,” he oleaginized. “The decision to consolidate all of our business at Grey and Publicis was difficult because of this long and successful relationship.”
Full details of the realignment are available as a .pdf file, courtesy of AdAge.com.
Data sourced from: AdAge.com; additional content by WARC staff