Olay goes with the ‘flow,’ adding Badger & Winters for new campaign | Advertising

Procter & Gamble Co.’s Olay has tapped Badger & Winters for a new #FaceAnything campaign, which breaks with a spread in Vogue and will expand to Times Square and Grand Central placements, events and social media.

Publicis Groupe’s Saatchi & Saatchi remains agency of record on Olay, which has seen a turnaround this year after years of struggles. But Chris Heiert, the brand’s North America and global VP, says he still wanted to add a shop, taking advantage of the “flow” side of P&G’s new “Fixed and Flow” model, which combines a broad agency of record with projects for other shops.

Heiert says he’s admired Badger & Winters’ work, including the corporate #WeSeeEqual campaign launched last year, enough to have the shop handle one of P&G’s most prominent billion-dollar brands. Principal Madonna Badger has been personally involved, he says. Small Girls, New York, is handling PR behind the effort and Momentum Worldwide is handling a New York Fashion Week event.

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