Procter and Gamble launches PR review for Gillette

Procter and Gamble is to undertake a review of its marketing strategy for its men's care brand Gillette over the coming months.

The company, which spends an estimated $4-6 million (2.5 to 3.7 million pounds) each year on advertising the brand, will be reassessing its global capabilities in order to respond the evolving needs of the market, reports Ad Age.

Currently, media agency Porter Novelli is responsible for representing Gillette and has done so for more than 20 years, while Hill and Knowlton is tasked with UK-specific operations.

Any potential change to the brand's worldwide marketing approach is not expected to affect existing regional agreements.

Damon Jones, global communications manager of male grooming at Procter and Gamble, said: "PR is a critically important part of our mix and ensuring we have the right capability in place, as we do across all communications disciplines, is an ongoing effort."

Last month, the company reported its financial results for the fourth quarter of the 2010-11 business year, during which it experienced a ten percent year-on-year sales increase.