Diana Marszalek 29 Apr 2019 // 11:45PM GMT
CINCINNATI — P&G is shopping for PR support to augment the work already being done for the CPG giant’s home care brands, the Holmes Report has learned.
Citizen Relations is currently agency of record for P&G’s home care business — and will continue to be, said VP of global communications Damon Jones. Cascade, Dawn and Mr. Clean are among the brands housed within the division.
The company is, however, seeking additional support that aims to take its home care communications in new directions.
“The process now underway is exploring new capabilities including consumer habit formation, educational influencer work, and safety and sustainability communications. Net, an enhancement of the work we’re doing and not a replacement for it,” Jones said.
According to sources familiar with the pitch, total fees could run well into the seven-figure range, although P&G is open to working with more than one firm. As many as nine agencies are involved in the pitch, with P&G understood to be looking beyond its global roster.
The current agency review comes three years after P&G consolidated PR support for its brands with five global agency groups: MMK+, MSL, Citizen Relations, DeVries Global and H+K Strategies.
While the company has maintained that core group of agencies, it has since shifted responsibilities (notably reducing its work with DeVries) and tapped additional agencies for assignments as needed.
Additional reporting by Aarti Shah and Arun Sudhaman.