Sadoun’s new model Publicis lands P&G dishwashing

Doing the dishes is a task many blokes are happy to skip but Publicis Communications boss Arthur Sadoun (below) will be tackling the task with glee as it emerges that Publicis Communications, his new creative agency empire, has won all of Procter & Gamble’s dishwashing business, not just Fairy as reported.

The brands include Fairy, Yes, Joy, Salvo, Ayudin, Magistral, Dreft and Jar, spanning six regions and more than 32 countries. Publicis Worldwide, which worked on these in North America, is the lead agency. WPP’s Grey loses out.

P&G says: “We have made a strategic business decision to consolidate our dish business to one lead creative agency globally to allow us a simpler, more efficient and strategic approach for the business worldwide. After careful consideration, we have determined that we will consolidate to Publicis as the lead agency for dish. Publicis currently oversees the Dawn and Cascade brands, the largest portion of our dish portfolio. Grey is a longstanding and strong agency partner within P&G’s portfolio and remains a P&G roster agency.”

Sadoun says this is “further validation” of the agency’s new operating model and “underscores and strengthens our position and partnership with one of the most important clients in our company, in a category where we have earned their trust and confidence through our consistent success in North America over a 10-year relationship.”

It may also have something to do with P&G’s plan to reduce agency fees by $570m, in part by cutting the number of agencies it uses by 40 per cent. But, fair do’s to Sadoun, the new model Publicis seems to have come through in this instance.

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