Y&R HAS ALL OF COLGATE
By Adnews Staff
Colgate-Palmolive Canada has given all its worldwide advertising business to Young & Rubicam in New York, which has been sharing the business with Chicago-based Foote Cone & Belding. This is one of the largest account shifts that has ever taken place. FCB had a larger portion of Colgate's $650-million(US) worldwide ad budget than Y&R. In Canada, where the total budget is estimated to be about $25 million, Toronto-based FCB Canada will lose brands such as Fleecy fabric softener, Javex bleach, ABC detergent and Mennen deodorant to the Toronto office of Y&R, which already has Colgate toothpaste and other oral care products. The shift will be made in March. FCB was caught off-guard by the move, only being told on Wednesday that Colgate was even contemplating such action. Colgate says it consolidated its account to cut costs, improve efficiency and develop a unified advertising theme. Y&R was chosen because of its international network of offices in over 90 countries. Colgate consolidated its global advertising with FCB and Y&R in early 1994. Since then, Y&R has worked for Colgate in 50 countries, FCB in 30.