MAM
P&G to realign advertising with Publicis, Grey
NEW YORK: The world’s biggest advertiser Procter & Gamble Co. on Friday announced a sweeping realignment of its $3.77 billion global agency roster that will end its decades-old relationship with Havas’ Arnold McGrath Worldwide.
P&G said it would be consolidating its business with Grey Global and Publicis Groupe and redistributes assignments of soon-to-be-shuttered D’Arcy Masius Benton & Bowles, mainly within Publicis.
The move by the consumer giant, whose brands include Tide laundry detergent, Bounty paper towels and Pampers diapers, was prompted by Publicis’ decision to shutter its struggling D’Arcy Massius Benton & Bowles agency earlier this year, reports say.
Publicis Worldwide will pick up two of P&G’s billion-dollar global tissue-towel brands, Bounty paper towels from Arnold McGrath and Charmin toilet paper from D’Arcy. It will also get Puffs facial tissues and Tempo dry wipes from D’Arcy, adageglobal.com has reported. Publicis’ Leo Burnett picks up Arnold’s Era account, which joins the Cheer and Gain brands already handled by the agency’s Toronto office. Overseas, Burnett also picks up the Fairy laundry detergent brand from D’Arcy.
Grey Global gets the rest of Arnold McGrath’s P&G business, including the global Zest personal wash account and Ace detergent in Europe. (Grey loses the Camay brand in Latin America to Burnett; Grey previously handled Ace bleach and sibling brands in Latin America.) Grey also picks up from D’Arcy Torengos tortilla chips, which, along with Pringles, will give it all of P&G’s snack business.
P&G, which spent $3.77 billion globally on advertising in the fiscal year ended in June, is the biggest client for both Paris-based Publicis and New York-based Grey Global, Reuters has reported. P&G’s 2001 US measured ad spending was $1.7 billion, according to CMR.
AD Agencies
ABBY Awards 2026 names Rajdeepak Das, Khazanchi, Ramaswamy jury chairs
Top creative leaders to steer judging across film and direct categories
MUMBAI: The Ad Club has announced the appointment of three of India’s most prominent creative leaders as jury chairs for the ABBY Awards 2026, powered by The One Club.
Rajdeepak Das, chief creative officer, South Asia, Publicis Groupe and chairman, South Asia, Leo Burnett, will chair the AV Film (TV) category. Ashish Khazanchi, managing partner at Enormous, will lead the AV Film (Digital and OTT) jury, while Anupama Ramaswamy, managing director and chief creative officer at Havas Creative India, takes charge of the Direct category.
The trio brings a mix of creative firepower and industry experience to the judging table. Das is known for blending creativity with technology to solve real-world problems, with landmark campaigns such as Whisper’s “Touch the Pickle” and “Missing Chapter” helping reshape conversations around menstrual health. His work has earned top honours at global platforms including Cannes Lions and The One Show.
Khazanchi, meanwhile, has built Enormous into one of India’s leading independent agencies. Best known for creating Tata Sky’s “Jingalala” campaign, he has played a key role in shaping brand narratives for both legacy companies and startups, picking up hundreds of awards along the way.
Ramaswamy’s appointment rounds off the leadership trio with a strong focus on culturally resonant creativity. Her campaign “Ink of Democracy” became one of the most awarded works globally in 2025, earning multiple honours across Cannes Lions, Clio and Spikes Asia. Over the years, she has built a reputation for work that not only wins awards but also shapes public discourse.
The appointments come as the ABBY Awards continue to sharpen their global positioning, with backing from The One Club adding international heft to the platform.
The awards will be held during Goafest 2026 from May 20 to 22 at Taj Cidade de Goa Horizon, bringing together the industry’s top creative minds for what promises to be a closely watched showcase of ideas.
With heavyweight jury chairs in place, the stage is set for a high-stakes celebration of creativity where craft, culture and commerce collide.
