Gillette break advertising relationship of more than 80 years

In a digital media world that’s existed for little more than a decade, it’s difficult to imagine anything surviving for the best part of a century, but that’s what was achieved by the folk of BBDO and Gillette. Until now.

Proctor & Gamble announced on Monday that they will be shifting the trophy account across to the Grey Group division of WPP after a seven month review, removing it from long time advertisers BBDO who among their many achievements most notably coined the tagline “The best a man can get”. While BBDO will retain other accounts such as Venus Women’s Razor’s, Gillette was by far the biggest slice of the pie, accounting for nearly $150 million dollars in ad spend in 2012.

It’s a big move by P&G but in a fast moving world with smaller and more agile competitors such as the Dollar Shave Club using the internet as a leveler, there’s little room for being sentimental.



Cookie Consent

We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it. Read more in our Privacy Policy.