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18 May 2018

P&G awards Gravity with hair-care duties

May 16, 2018 (New York, NY)—Procter & Gamble Co. has consolidated most media duties for its North American hair-care business with Dentsu Aegis Network’s Carat that has Gravity taking the helm for products specifically for African American/Black audiences.

Gravity is the full-service multicultural arm within the Dentsu Aegis Network and will lead consumer insights, media strategy and media planning for Pantene® Gold Series, MyBlackIsBeautiful.com, and other new product introductions. The move to Carat and Gravity followed a review that also involved Omnicom’s Hearts & Science, incumbent on most of the business.

Full article featured in Advertising Age available here.

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