After 80 years of telling men about the best shave they can get with Gillette, BBDO will no longer help the brand to do so. Now it is Grey Group’s turn to tell the men across the world how best they can shave with Gillette. After a seven month review, P&G has handed over the branding, and digital advertising activities of Gillette men’s grooming business to Grey Group. The agency will now be the “brand agency leader’ role for the brand.
While this takes away a major chunk of business from BBDO and Omnicom Group, the ageccy will continue to handle other businesses including Venus women’s razors, the Art of Shaving, and the billion-dollar Braun shaving brand globally. P&G did the review focusing on the North American market with both traditional and digital advertising to improve the dipping market share. However the first quarter of 2013 saw the brand staking its claim again in the market with Gillette’s share in blades going up despite major competition from Unilever.
AdAge wrote that P&G’s global brand building officer Marc Pritchard as saying that the company was very impressed with all the work. “This was not an easy decision. But Grey’s work stood above the rest, inspired us the most and best delivered what we were looking for,” Pritchard was quoted saying in AdAge.
This is a big business for Grey since Gillette shaving business is roughly twice as profitable as the rest of P&G’s portfolio. Grey will handle Gillette men’s razors, blades, shave prep, skin care and deodorant. The work will transition to Grey over a three month period.
BBDO has been responsible for the Gillette business since 1966, when it had acquire Clyne Maxon, which had won the account in 1937. BBDO created the iconic tagline, “The Best a Man Can Get” in 1989 which had defined Gillette through various shaving system launches. The agency had even won the Cannes Creative Effectiveness Lion for the “Women against Lazy Stubble” campaign in India in 2011. Pritchard explained in AdAge, “BBDO is a world-class agency. They created some of the most memorable communication in the history of marketing to men. And they’ll continue to serve as an important partner on several of our other businesses.”