NEW YORK--Procter & Gamble has consolidated global PR duties for its Vicks brand with MSLGroup, the Holmes Report can reveal.
The lucrative global brief is worth an estimated $4m and covers all of Vicks’ public relations outreach across the Americas, EMEA and Asia-Pacific. MSLGroup previously handled some Vicks’ activity in Europe, but the appointment represents a major new business windfall for the global network.
The Publicis Groupe agency has increased its P&G business in recent years, and now oversees multi-market activity for such brands as Dawn, Charmin and Ariel. MSLGroup chief client officer Renee Wilson, who oversees the firm’s global P&G accounts, referred calls to the client.
Vicks has previously been handled by a number of agencies across the world including Fleishman-Hillard and DeVries. The brand is best-known for its over-the-counter cough medication, nasal spray and VapoRub products, and also manufactures NyQuil and DayQuil.
P&G external relations manager Elizabeth Ming confirmed that MSLGroup is Vicks' PR agency of record, but declined to provide details of the review. "What I can share is that we have an ongoing process to continually review and assess our PR agency support and make decisions that support our business needs," added Ming.