Publicis Worldwide currently holds the U.S. account, while WPP's Grey handles the rest of the world. The move is part of P&G's drive to cut up to $500 million from agency fees and reduce the number of agencies with which it works. This consolidation project was announced in April 2015. By July, the number of agencies had been cut by 40% globally. Grey benefited from one such consolidation in May last year, when global creative work for its shaving brands moved across from Omnicom's BBDO.