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Procter & Gamble UK advertising & marketing assignments

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Selected Procter & Gamble UK advertising

Procter & Gamble is a dominant force in the UK across virtually all of its operating sectors, as well as being one of the country's biggest advertisers. The company markets a broad selection of its international brands in the region as well as a handful of local jewels. The most significant of these is Fairy, first introduced by Thomas Hedley & Co in the late 19th century as an all-purpose household soap. Hedley's was acquired by P&G in 1930, making the UK the company's first overseas market. The original soap was successfully extended into dish detergent and later into automatic dish washing and then laundry detergent, building combined annual sales of £360m (Nielsen/The Grocer) by 2020. P&G dominates the laundry sector with around 45% market share as a result of the combined power of Ariel, Fairy, Bold and Daz, respectively the #2, #3, #4 and #7 branded detergents in the market. Lenor is the #2 fabric softener (behind Unilever's Comfort) with sales of around £132m. P&G's surface cleaning products include well-established local brand Flash (sales of £100m in 2020) and international products Febreze and Viakal. Pampers leads the Family Care sector - the biggest UK infant care brand by far - while Always and Tampax are the best-selling feminine hygiene brands. In household tissue, Tempo, Bounty and Charmin initially carved out a niche for themselves but performance lagged in 2006, and the business was sold in 2007 to what is now Essity. As a result, P&G has no remaining presence in that sector in Europe. P&G's biggest UK brand is Gillette, which dominates the local shaving market with more than 71% share, more than three times that of main rival Wilkinson Sword. In Beauty Care, Olay is a market leader in facial cleansing, while Head & Shoulders, Pantene and Herbal Essences lead the haircare sector. P&G has built up a solid position in oral care. Crest was tested in the UK in the 2000s, but achieved only limited impact. However, Oral B is the leading toothbrush brand, and the group introduced Oral B-branded toothpaste in 2011 with considerable success. It overtook Aquafresh in 2013 to become the #3 brand behond Colgate and Sensodyne. The group markets several of its OTC healthcare products in the UK, although the best known by far is Vicks. Tom Moody is group SVP & managing director, Northern Europe, and general manager, UK & Ireland.

Capsule checked 17th June 2021

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Procter & Gamble

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Historical profile information for Procter & Gamble UK

Recent stories from Adbrands Update:

Adbrands Weekly Update 2nd Feb 2017: Procter & Gamble warned its agency partners that it plans to review all existing contracts during 2017 in order to ensure full transparency in digital media, including standardized viewability measures, third-party verification and more fraud protection. In the past, top marketer Marc Pritchard told an IAB conference, "We accepted multiple viewability metrics, publishers reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional thought that digital is different and that we were getting ahead of the digital curve. We’ve come to our senses and realised there is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chain... The days of giving digital a pass are over. It's time to grow up. It's time for action." Within days of Marc Pritchard's announcement, P&G Northern Europe confirmed a review of media in the UK, Ireland and Scandinavian markets. Most of the business is held by Starcom, with Mediacom handling press and some other duties.

Adbrands Weekly Update 8th Sep 2016: P&G named Stefan Feitoza as marketing director for the UK & Northern Europe. He replaces Rosin Donnelly, who left the company this summer after more than 30 years. Feitoza was previously marketing director for P&G Latin America baby care.

Adbrands Weekly Update 19th Mar 2015: Irwin Lee stepped down as CEO of Procter & Gamble UK & Ireland after eight years in that role. More recently he was also leader of the company's newly Northern Europe group. His departure triggers a series of promotions, with sales director Tom Moody moving up to the top job, and being replaced in turn by Ian Morley.



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