Procter & Gamble Co. awarded interactive marketing responsibilities for its oral-care division to imc2, Dallas, wresting the account from Semaphore Partners, New York, after a review and pitch process.
As interactive agency of record, imc2 will handle P&G oral-care brands like Scope, Fixodent and Crest toothpaste, toothbrushes and whitening strips. The shop will offer strategic planning and creative development, client service, research, database marketing, online advertising and measurement.
“I think that there's a large educational component to it, particularly in the whitening category,” said Dave Perry, imc2 vice president of client services. “There's a multitude of products out there, and there's some education and information consumers are going to be seeking on making the right choices for their individual needs.”
Imc2, an agency with billings of $14 million, early last year was named one of nine interactive agencies for P&G, Cincinnati, working on brands like ThermaCare, Dryel, Clairol, Head & Shoulders and Physique. P&G, however, has been an agency client for the past five years.