P&G’s Brands Expand Relationship With African American Ad Agencies.

The Procter & Gamble Company announced the expansion of existing relationships with two African American agencies effective July 1, 2003. To support P&G’s continuing efforts to reach African American consumers, Burrell and Carol H. Williams Advertising will take on additional assignments for a variety of P&G’s brands.

P&G’s two agency partners, Grey Global Group and Publicis Groupe S.A., will manage the relationships on behalf of P&G to offer holistic marketing support to several brands. Publicis Groupe S.A. will leverage the expertise of Burrell, currently part of Publicis Groupe S.A. Grey Global Group will form a new alliance with Carol H. Williams Advertising.

“We are pleased that our agency partners are forming these innovative relationships with best-in-class African American agencies,” said Jim Stengel, P&G’s global marketing officer. “Expanding our relationships with Burrell and Carol H. Williams Advertising makes good business sense. Through these partnerships, we will find more effective and integrated ways to better build our brands with African American consumers.”

“The ability to win with the African American consumer is critical to our long-term business growth,” said Rob Steele, president, P&G North America. “African Americans represent about 13% of the U.S. population and over $646 billion of the total buying power.”

The work conducted by Burrell and Carol H. Williams Advertising will be included as part of the brands’ holistic and integrated marketing approach. Assignments include the following:

– Leo Burnett, owned by the Publicis Groupe S.A., will partner with Burrell on Always, Cheer, Gain and Tampax.
– Publicis Worldwide, owned by the Publicis Groupe S.A., will partner with Burrell on Bounty and Charmin.
– Saatchi & Saatchi, owned by the Publicis Groupe S.A., will partner with Burrell on Crest, Folgers, Iams, Luvs, Pampers and Tide.
– Grey will partner with Carol H. Williams Advertising on Cover Girl, Pantene, and Pringles.
– Carol H. Williams Advertising will be assigned the Texture & Tones, a new beauty care brand aimed at meeting the needs of African American women.

“This is a groundbreaking initiative for the industry,” stated Thomas J. Burrell, chief executive officer, Burrell. “We applaud P&G for this significant step towards winning with African American consumers.”

“It is an incredibly exciting time for advertisers. Once again, P&G has stepped up as a leader in the industry by creating a paradigm shift in strategic relationships,” said Carol H. Williams, chief executive officer, Carol H. Williams Advertising. “This brilliant move will serve in evolving the way we market to African American consumers. P&G recognizes the impact of African Americans’ buying power and the overall influence African American consumers have on other markets.”