Golden Households, a new direct marketing initiative by Procter & Gamble encompassing sixteen of its leading brands, has been won by Saatchi & Saatchi, London.

The business, which involves consumer data collection as well as product promotion, was awarded to Saatchi after a three-way contest with fellow P&G roster shops IMP and Grey Desire.

Among the project’s sixteen brands – two groups each of eight products – are Ariel, Fairy, Pampers, Olay and Sunny Delight. Products in each group will be co-marketed via mail, featuring information and special offers. Commented one sour loser: “It will be a hard task to work out what Ariel has in common with a brand such as Olay.”

As is customary with P&G agencies, Saatchi & Saatchi declined to express a view on its win, the value of which was unstated.

News Source: CampaignLive (UK)