P&G moves homecare brand accounts to Citizen Paine

Procter & Gamble has transferred communications duties for its homecare brands Swiffer, Mr. Clean, Dawn, and Cascade in North America to Citizen Relations. MSLGroup previously handled the accounts.

CINCINNATI: Procter & Gamble has transferred communications duties for its homecare brands Swiffer, Mr. Clean, Dawn, and Cascade in North America to Citizen Relations. MSLGroup previously handled the accounts.

The CPG giant shifted the homecare work from MSL to Citizen Relations after a standard reevaluation process, said Elizabeth Ming, senior communications manager for homecare at P&G.

She added that Citizen Relations had worked on P&G brands in other divisions, but this is the first time it was hired for the homecare sector. The Cincinnati-based company has collaborated with the agency for 15 years.

In addition to the recently added homecare brands, Citizen Relations works on a wide range of P&G accounts in North America, including Old Spice, Pampers, Luvs, Duracell, Iams, and Eukanuba. The firm also backs efforts for the company's market development organization in North America, as well as on the Procter & Gamble Professional b-to-b business.

“We're incredibly proud of our work with P&G; we're incredibly proud of the partnership, and these are great, iconic brands, and we're thrilled to be working with them,” said Beth Balsam, MD of Citizen Paine, the US arm of Citizen Relations.

Citizen Relations was formed after the rebranding of Paine PR in the US, Canadian firm Optimum, and UK-based shops Band & Brown and Brando in late 2011.

P&G honored Citizen Relations as one of its external business partners of the year in both 2012 and 2013 as part of its initiative to recognize top-performing global vendors, according to company statements.

P&G spent $9.3 billion on marketing in its 2012 fiscal year, including TV, radio, print, digital, and in-store advertising. Over the summer, the company said it is spending a third of its marketing budget on digital media.

MSLGroup “remains a strong global PR agency partner on homecare,” said Ming.

The Publicis Groupe agency will continue to serve as P&G's global partner on its air-care business, including in North America for the Febreze brand. Procter & Gamble also works with several other PR agency partners, such as DeVries Global, Marina Maher Communications, and Ketchum.

Representatives from MSL did not respond to inquiries seeking comment. The firm and parent Publicis Groupe are facing a gender discrimination lawsuit filed by former female executives at the agency.

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