NEW YORK: Hard on the heels of its recent arrangement with Publicis Groupe, the planet's largest advertiser, Procter & Gamble, is extending the strategy that designates one agency within a holding company as a "single point of contact" on each brand.

The Omnicom Group standard-bearer for P&G's Braun brand is BBDO Worldwide. It will lead a collective of marketing-services agencies, all members of the holding company.

According to TNS Media Intelligence, Braun's measured media spend in 2006 was a not-especially-princely $21.4 million (compared with $77.5 million spent by sibling brand Oral B).

Data sourced from; additional content by WARC staff