P&G North America Review


We are pleased to announce that we have expanded our relationship with P&G in North America. P&G has consolidated planning and buying with Carat across a number of important North American categories and brands within their portfolio, including their prestigious grooming (Gillette, Venus, Braun) and Family Care (Bounty, Charmin, Puffs) divisions as well as Aussie Hair Care, a brand that we now work on with mcgarrybowen and other consolidated Dentsu Aegis agencies.


In total, we have picked up approximately $500 million in incremental billings.

Nigel Morris, CEO Dentsu Aegis Network Americas and EMEA, commented; "This is a client who has a real focus on transformational innovation and we have earned the right to be a trusted partner in their journey. Our network is uniquely designed to deliver against their ambitions as we expand our relationship in North America and beyond."

We do lose the communications planning assignment on Pampers, however, this brand has been working within a new agency model that saw them pull a number of media duties in-house last year.

This is a tremendous win for Carat as it builds upon the 10+ years relationship that we've had with P&G. It reflects P&G's confidence in our clear vision for the future, expertise in planning and exceptional talent. It also demonstrates the power of our operating model. iProspect, Amplifi, Amnet and The Story Lab were all central to this win and each benefit from this decision.

In addition, several functional teams played an instrumental role in this win, including the Dentsu Aegis Technology, Operations, Finance, Legal and HR. I also want to thank Data2Decisions, MKTG and Posterscope for their collective support and contributions throughout this process.

I would especially like to thank several individuals that went above and beyond, including Will Swayne, Kristy Kozlowski, Helen Wright, Gina O'Halloran, Jeanne Hartmann, Jeremy Cornfeldt, Mike Law, David Sederbaum, Kara Osborne, Justine Watkins, Michelle Lynn, Ashwini Karandikar, Shannon Pruitt, Mark Mylan, Victoria Galiastro and the entire P&G and new business teams.

This win clearly sets up Carat and Dentsu Aegis Network for continued growth with P&G here and around the world.

"I am proud and humbled by the dedication and perseverance of the P&G Canada team who remained focused on the task in hand for our client. We cannot underestimate your contribution. Thank you for your tireless support and commitment to living our vision of innovating the way brands are built, for P&G and all of our clients," added Annette Warring, CEO, Dentsu Aegis Network Canada.

Will Swayne, Global Client President commented; "It's exciting to see the results of our five year plan in North America to expand this important client relationship. This could only be made possible with the strength our current teams who are delivering transformative results across our current assignments in Canada, US and PR."

This win reflects the strength of our Carat team, who has been named P&G's Supplier of the Year for the last five years. Through our expanded relationship, we will now be in a better position to leverage our clear future vision, rooted in audiences, to drive transformational growth for P&G in the digital economy.

Further details on this announcement are being briefed to internal teams this week.

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