IMC Project
B&B Agency
The “Gentleman” Campaign
Introduction to B&B Agency
Company Overview
// B&B Agency is a full service agency, including planning, creating, producing, performing market research, and selecting media.
// B&B Agency is one of the top ad agencies in the industry, focusing on the power of creativity and how it can transform human behavior. By using the power of creativity, B&B creates a brand’s purpose that will transform the way people think, feel or act.
Key Personnel
// Creative Director / Art Director / Copywriter // Account Executive / Account Manager
// Media Planner
// Executive Producer
// Market Researcher
Qualifications
// Some of B&B’s clients include McDonald’s,
Coca Cola, Intel, GM, Allstate, Lenovo, Miller
Coors, and NCAA (“Leo burnett: Our,” 2014).
Old Spice Background
Situational Analysis
Company Background
// Old Spice falls under the Procter & Gamble
Company. The Procter & Gamble Company ranks
#28 in the Fortune 500 and its top three competitors are Johnson & Johnson, Kimberly-Clark Corporation, and Unilever.
// Procter & Gamble is the world’s largest consumer packaged goods manufacturer; some of the Procter
& Gamble brands include Bounty, Charmin, Crest,
Duracell, Gillette, Olay, Old Spice, Pampers,
Pantene, Tide and Wella.
// Old Spice is an American brand of Procter &
Gamble that produces male grooming products, including deodorant, body washes, hair grooming products, and body sprays in various Old Spice scents (“The procter &,” 31).
Industry Overview
// The “global male grooming products industry is expected to generate more than $33B in revenue by
2015, according to new report by Global industry
Analysts, Inc.” (“Captured market research,” 2012).
The “Gentleman” Campaign
Introduction to B&B Agency
Company Overview
// B&B Agency is a full service agency, including planning, creating, producing, performing market research, and selecting media.
// B&B Agency is one of the top ad agencies in the industry, focusing on the power of creativity and how it can transform human behavior. By using the power of creativity, B&B creates a brand’s purpose that will transform the way people think, feel or act.
Key Personnel
// Creative Director / Art Director / Copywriter // Account Executive / Account Manager
// Media Planner
// Executive Producer
// Market Researcher
Qualifications
// Some of B&B’s clients include McDonald’s,
Coca Cola, Intel, GM, Allstate, Lenovo, Miller
Coors, and NCAA (“Leo burnett: Our,” 2014).
Old Spice Background
Situational Analysis
Company Background
// Old Spice falls under the Procter & Gamble
Company. The Procter & Gamble Company ranks
#28 in the Fortune 500 and its top three competitors are Johnson & Johnson, Kimberly-Clark Corporation, and Unilever.
// Procter & Gamble is the world’s largest consumer packaged goods manufacturer; some of the Procter
& Gamble brands include Bounty, Charmin, Crest,
Duracell, Gillette, Olay, Old Spice, Pampers,
Pantene, Tide and Wella.
// Old Spice is an American brand of Procter &
Gamble that produces male grooming products, including deodorant, body washes, hair grooming products, and body sprays in various Old Spice scents (“The procter &,” 31).
Industry Overview
// The “global male grooming products industry is expected to generate more than $33B in revenue by
2015, according to new report by Global industry
Analysts, Inc.” (“Captured market research,” 2012).