Proctor puts Secret Deodorant up for review

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secret-deodorant

According to Ad Age, Procter & Gamble Co. has put its Secret deodorant account, formerly handled by Wieden & Kennedy, into review.

The Portland-based agency took over the account in 2015 from Publicis Groupe’s Leo Burnett. P&G didn’t say which of its roster shops may be options to take over as lead creative agency on Secret, but WPP’s Berlin Cameron has done recent project work, including a new ad in support of equal pay for women.

“We are exploring options for our Secret advertising as we seek to more effectively and efficiently connect with our consumers,” P&G says in a statement that appeared in Ad Age. “This decision is consistent with P&G’s broader agency reinvention effort. We still very much value our partnership with W&K. They remain a close and important P&G partners on Old Spice and Olympics.”

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The agency took over the Secret account in 2015 from Publicis Groupe’s Leo Burnett. P&G didn’t say which of its roster shops may be options to take over as lead creative agency on Secret, but WPP’s Berlin Cameron has done recent project work. Here is a copy of Wieden’s latest work:

Wieden has handled Old Spice since 2006 and took on the lead role for P&G’s corporate Olympics advertising in 2010.

Stay tuned…

Source: Ad Age

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