Modern Marketing

P&G consolidates global ‘Dish’ business with Publicis

By Jennifer Faull | Deputy Editor

February 23, 2016 | 2 min read

P&G has consolidated the advertising for its so-called ‘Dish’ brands with Publicis Worldwide, handing it an account that spans some 32-countries across six regions.

Publicis Worldwide – which had already worked with P&G’s Cascade and Dawn in North America – will handle the advertising for fellow ‘Dish’ brands Yes, Joy, Salvo, Ayudin, Magistral, Dreft and Jar.

The win also includes the advertising for Fairy, which The Drum reported yesterday (22 February) was primed to move from WPP's Grey to Publicis following a procurement, rather than creative, led pitch.

It comes as part of a wider drive by P&G to cut at least $500m in agency fees over two years. As of July last year P&G had cut the number of agencies it works with by 40 per cent, saving the company $370m in agency related costs in 2015 and expected saving for 2016 of around $200m. This underpinned a 35 percent jump in second-quarter profit.

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