BBDO picks up $200 mil in PepsiCo, Gillette media

Cardona, Mercedes M.; Ross, Chuck; Kramer, Louise
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p3
Trade Publication
This article focuses on two media accounts won by BBDO Worldwide Inc. with the help of existing relationships with clients PepsiCo Inc. and Gillette Co. in the U.S. Gillette consolidated media buying and planning for North America and Western Europe at BBDO Worldwide in New York City. Separately, PepsiCo assigned the agency broadcast buying for its Tropicana brand, previously handled by TN Media Inc. in New York City. Tropicana creative will remain at Foote, Cone & Belding Communications Inc. in New York City. Tropicana officials also stressed Foote, Cone & Belding's creative assignment will stay untouched. Gillette also consolidated to seek economies of scale, but its realignment was more geographic than brand based. The company's media planning was previously divided between its in-house media department and BBDO, which also handled creative and media buying for Gillette's shaving products, Duracell batteries and its deodorant brands in North America and Western Europe. The company is in the middle of a restructuring process which includes consolidating Braun and Oral B under one roof and grouping marketing for all brands into two regions, North Atlantic and international. Gillette has suffered from flat sales and declining income until the introduction of the Mach3 razor in late 1997 gave it a lift.


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