Procter & Gamble has named Carat its communication-planning agency of record for North America Gillette Male Grooming, according to Ad Age. A P&G spokeperson confirmed the deal. The CPG company’s former agency was Publicis Groupe-owned Starcom Mediavest Group (SMG).
According to the spokesperson, SMG will continue to be a P&G media partner both in the US and internationally.
The two companies worked together in 2004 under similar circumstances.