"Braun and Oral B in Japan were the only businesses worldwide not planned by MindShare," said Enrique Alvarez, key strategic initiatives director of Gillette Japan's international commercial operations division. "Our assessment told us there would be benefits of placing these two brands also under MindShare."
The planning business was previously handled by Dentsu. Alvarez said the move enables Gillette to adopt a more cohesive strategy in Japan's crowded media market and extend the reach of its media investments.
TV remains the main channel for advertising Braun and Oral B in Japan though Gillette also deploys other media, including print, internet and outdoors for different campaigns. Last year's monitored adex on the two brands totalled ¥1.45 billion (US$13.8 million).