• Campaign, Tuesday, February 23, 2016 6:54 AM

Procter & Gamble is planning to consolidate its global creative account for Fairy into Publicis Worldwide, Campaign understands, after ending its longstanding relationship with Grey. In January, P&G made a strategic business decision to consolidate all its "Dish" business -- which comprises the Fairy range (liquid and tablets) and P&G Professional washing up liquid -- into one agency. It pitted the brand's two existing agencies -- Publicis Worldwide in the US and Grey in the rest of the world -- against each other.d – against each other.

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