P&G and Publicis Worldwide

P&G wanted an agency partner to deliver bigger, better ideas faster and in a more simplified agency model. In 2007, Publicis piloted a new for Oral-B called the BAL (Brand Agency Leader) model, with Publicis as the BAL lead with specialist agencies integrated into strategy/creative, ensuring a common idea leveraged with fully integrated work. Publicis named their approach “Interdependence” and it is founded on a coalition of experts focused on a common goal who dynamically inform and impact the work from strategy through creative development, leading to improved quality of creative and agility.

Publicis acts as P&G’s deeply trusted strategic and creative partner, providing scale management to accelerate growth, insight expertise, creative excellence, digital strategy, and so much more. P&G’s role in the relationship is to guide the business vision and clarify priorities. They provide Publicis with business intelligence not typically shared with agencies, allowing them to better solve client challenges across the marketing mix versus simply providing communications.

Publicis’ creative work for P&G spans brands like Oral-B, Crest, Nyquil, Bounty and Charmin. It ranges from print ads for Oral-B that depict how strong a baby’s first teeth can be, to TV spots for Bounty featuring puppies that declare, “to a puppy, every place is a good place to go.” Their most recent win from the FMCG giant came in early 2016, when the shop won the global creative accounts for P&G’s dish care brands, Dawn and Cascade.

Publicis Worldwide has consistently grown P&G’s business behind strong, relevant, engaging and effective creative work championed by the clients. The shop has received four P&G Excellence Awards and received a 4+ agency relationship out of five, throughout the relationship and across regional and global business. Global awards for marketing and advertising include EFFIEs, Cannes Lions, Clios, Addys and many more. Most recently at the 2016 Cannes Lions, P&G and Publicis won a Silver Health & Wellness Lion for P&G’s brand, Pepto-Bismal.