Gillette Names MindShare AOR For Global Media.

The Gillette Company announced the selection of MindShare Worldwide, a WPP company, as its agency of record for all media planning and buying worldwide, effective January 1, 2003.

In addition to MindShare, the other agencies that participated in Gillette’s media review process were incumbent agencies OMD and Universal McCann. OMD currently handles Gillette’s media planning and buying in North America, Europe and Australia/New Zealand, while Universal McCann has responsibility for the remainder of the world.

Advertising creative for Gillette brands, which is handled by several agencies around the world, was not part of this review and is not affected. In Japan, media buying and planning for Gillette’s Braun brand will continue to be handled by Dentsu.

“We were fortunate to have three strong contenders for our global media business,” said Ed Shirley, senior vice president, The Gillette Company. “With the selection of MindShare, we believe we have the best combination of media capabilities and global coverage to help drive our future growth.”