Stretching the Agency / Client Relationship
One company whose relationship with agencies is is Procter& Werner Geissler, president, Procter& Northeast Asia, and Michelle Kristula- president, Beacon Communications, P&G’s main agency Japan, talked with inter national ist correspondent David Kilburn about the“ view.” Beacon was formed in 2000 from three-way merger of Burnett, D’Arcy, Dentsu's P&G It handles from in-store, CRM, and the mobile to traditional mass media for major brands.
Formed in 2000 from a three-way merger between Leo Burnett, D'Arcy and Dentsu's P&G division, Beacon Communications quickly melded the cultures of its three parents to create its own identity and has quickly established itself as P&G's main agency in Japan, handling everything from in-store, CRM, and the mobile internet to traditional mass media for brands such as Vidal Sassoon, SK-11, and Pampers. In this interview, Werner Geissler, president of Procter & Gamble Japan and also of North East Asia and Michelle Kritstula-Green, president of Beacon Communications discuss the relationship between their two companies, and the new directions it is taking.
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Beacon's P&G Assignments in Japan as at September 2003
P&G:
Brands:: Ariel, Attento, Crest Spin Brush, Eukanuba, Iams, Joy, Pampers,
Rejoy, Vicks, Vidal Sassoon, Whisper
Max Factor: Max Factor, SK-II, Illume, Muse
Other P&G Agencies in Japan
Grey, Saatchi & Saatchi (also, together with Beacon, a Publicis
company)
by David Kilburn
Published in the inter-national-ist Sept/Oct
2003