Ad Agencies Could Feel the Effects of the P&G Gillette Buyout

Ad agencies are a little worried about Procter and Gamble buying Gillette. P&G spent $5.76 billion in advertising in 2003 but the easiest way to consolidate the ad bills is to consolidate the agency work.

Gillette's advertising for brands like Oral-B, Duracell, Mach shavers and Braun all come from a slew of agencies such as Acme Idea, Havas' Arnold Worldwide, Interpublic's Lowe & Partners, Omnicom's BBDO, Publicis' Leo Burnett and WPP's Ogilvy & Mather.

P&G isn't in the habit of only contracting with one agency. Its advertising is spread out through agencies like France's Publicis offices and New York's Grey Global.

Industry pros add that people at agencies handling Gillette brands aren't celebrating the buyout just yet. They'll have to wait and see how P&G doles out its advertising before they can breathe a sigh of relief.