It seems Gillette advertising is no longer the best a man can get after all. Not at least when that man is Procter & Gamble brand-building officer Marc Pritchard. Pritchard has just put the North American shaving, deodorant and body wash business up for review, which at a spend of $150m last year (according to Kantar) makes it the kernel of the Gillette worldwide business.
That, by the way, will also be up for review quite soon, and must be worth upwards of $300m in total.
In the world of advertising, this is a seismic event. BBDO has handled the Gillette account for ever. Or, to be a little more precise about the matter, since 1966 in America, when it bought the Clyne Maxon agency, which first won the business in 1931. In 1989 BBDO devised one of the most famous advertising tag lines of all time: The Best A Man Can Get. And in 2005, it successfully hurdled perhaps the biggest agency relationship crisis it had ever faced when P&G acquired the formerly independent shaving products company for $63bn, yet decided to retain BBDO as its global agency – despite it never having appeared on a P&G roster previously.
So why a review now? Why at all in fact? After all, highly public account reviews of this kind – it’s going to last up to six months according to P&G – are as rare as hens’ teeth on Planet Cincinnati.
Naturally enough, P&G is playing down the significance of the review. It’s only a chunk of the advertising – not Braun, not the Venus ladies range, not the media. As if Hamlet could somehow continue to play without the presence of the Prince. And let’s not forget the BBDO advertising is still “good” (according to Patrice Louvet, president global grooming and shave care). But, and here is the kiss of death: “We believe there’s an opportunity to be even better and, importantly, to better integrate the product proposition with the overall idea.”
Let’s unravel all the marketing speak for a minute. BBDO and its sister below-the-line agency Proximity are going to repitch for the business: sure they are, but with what chance of success? The present advertising stinks.
P&G has been losing share in some very trying market conditions. There’s a recession on out there. People are thinking of value for money but what they’re seeing in its place is an overpriced top-of-the-range Fusion razor system and a fading mid-market legacy brand, Mach 3, that’s being out-priced and out-promoted by Schick.
Gillette’s ace in the pack is innovation: it prides itself on being able to charge its customers more for (literally) cutting-edge razor technology. A replacement for Fusion is coming up – probably in 2014 – and Cincinnati has got the jitters. If Fusion Plus (or whatever it’s going to be called) doesn’t come up with the premium-priced goods, then P&G shareholders are going to be really unhappy. So it’s time to blame the messenger – or at any rate keep him mean and keen with an extravagant display of market disciplining.
Wieden & Kennedy – the agency that can do anything, including handling Tesco, these days – is the roster favourite to win the account. But don’t underestimate Andrew Robertson (left), president and CEO of BBDO Worldwide, as he rises to the account challenge of his career.