FMCG giant Procter & Gamble has appointed three agencies to head up its digital business in Australia and New Zealand, following a protracted pitch process.
The Furnace, Clemenger Proximity and Publicis Digital have joined the company’s digital roster and will work across a number of its product lines, replacing incumbents RMG Connect and NetX. All three agencies have been working across P&G’s product stable for the past six months as part of an intensive review process that started in August last year. Saatchi & Saatchi was also paid to work at the company, but did not make the final cut.
Clemenger Proximity will handle digital strategy and execution across P&G’s grooming portfolio which includes the brands Gillette and Braun. Meanwhile Publicis Digital will head healthcare brands including Metamucil and Vicks, and The Furnace will provide digital marketing services for all other brands across Australasia.
Josie Brown, digital marketing manager at P&G, said: “We are excited about finalising the pitch process and look forward to delivering best-in-class digital marketing with our agency partners.”
The decision came into effect on July 1.
P&G roster of global agencies includes Saatchi & Saatchi, Grey, Leo Burnett and BBDO. Local agencies that work with P&G include RMG: Connect, part of JWT, and Holler.
