Procter & Gamble to Drop Wells BDDP

Procter & Gamble Co. said it will end its association with Wells BDDP Inc., which has been handling portions of its Pringles, Oil of Olay and Gain product lines. Procter & Gamble, which spends an estimated $1 billion annually on television advertising, tied the switch to fears that defections by key Wells BDDP personnel would diminish the agency’s work. Agencies that handle the three products in other parts of the world are taking over for Wells. Saatchi & Saatchi Advertising will handle Oil of Olay, Grey Advertising Inc. will take over Pringles and Leo Burnett Inc. will work on the Gain line. Procter & Gamble also said that its Era detergent’s advertising will be reassigned from Leo Burnett to Jordan McGrath Case & Taylor.