Colgate-Palmolive has become the first packaged-goods giant to put all
worldwide advertising into one agency.
The move means the company’s entire pounds 366m account, which is
thought to have been upped by pounds 50m, will now be placed solely with
Young & Rubicam, while the second incumbent, Foote Cone & Belding, has
The account was worth dollars 150m to FCB globally.
In the UK, the agency consolidation means that Y&R picks up Ajax, a
brand which has had very little advertising support in recent years.
However, a spokesperson said there were no plans to relaunch the brand.
A Colgate-Palmolive spokesperson said the move was aimed at improving
‘efficiency and profitability in the global marketplace’.
As part of the deal, Y&R will be remunerated according to a new cost-
and performance-based compensation structure.
This will make the agency more accountable for the success of its