Procter & Gamble Puts Its Secret’s Creative Account into Review


Procter & Gamble Co. recently announced that it will be putting its Secret deodorant account into a review. The Procter & Gamble Secret deodorant account has been handled by Wieden & Kennedy since 2015. Before Wieden & Kennedy took over the Procter & Gamble Secret deodorant’s creative account, Leo Burnett, the Publicis Groupe owned agency handled the account.

Procter & Gamble Puts Its Secret’s Creative Account into Review

About Wieden & Kennedy

Wieden+ Kennedy is an independent American advertising agency, it was founded by Dan Widen and David Kennedy. Its headquarters is in Portland, Oregon with various offices in New York City, London, Amsterdam, Shanghai, Beijing, Tokyo, Delhi and São Paulo. It is one of the largest independently owned advertising agencies in the world. They have world-class media, design and tech operations. They believe in building strong and provocative relationships between good companies and their customers.

Apart from their advertising agency they have other divisions like the Kennedys which is their creative academy. They also have “The Lodge” which is a division that dedicated to working at the outer limit of creativity and technology.  Wieden & Kennedy also has a division (DPTNR) merges 3D, AR, VR, culture, and the senses, to create new types of consumer engagement. Their client roster includes Nike, Coca Cola, Arla, Chrysler and ESPN. One of their notable works includes Nike’s Dream Crazier campaign.

About the Procter & Gamble Secret Deodorant Review

According to the statement made by Procter & Gamble, the holding company is exploring options for their Secret advertising as they look for a more effective and efficient way to connect with their consumers. The statement states that their decision to put the account into a review is consistent with Procter & Gamble’s broader reinvention efforts. In the statement the holding company stated that they still very much value their partnership with Wieden & Kennedy, stating that they remain a close and important partner to Old Spice and Olympics.

No statement was made by the holding company on which creative agencies they are looking into, to take over the Secret deodorant account. While giving the statement, the Procter and Gamble spokesperson didn’t go into details about the creative review. Wieden & Kennedy has not made a statement about the announcement.


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