Publicis Kaplan Thaler & Charmin’s Long-Time Relationship Honored

NEW YORK CITY, NY (April 29, 2013) – Publicis Kaplan Thaler and Procter & Gamble’s Charmin brand garner second place in Ad Age’s Best Agency-Client Marriage Contest, surpassed only by BBDO and Hormel’s relationship.

CharminPublicisThere is a lot to be said for an agency-client relationship that lasts much longer than 50% of the marriages in this country. In a tumultuous time when many agencies are dropped by companies in less than five years, this is quite an honor and achievement; especially in the ultra-competitive market of home goods.

Since 1957, when Procter and Gamble purchased the rights to Charmin, the brand has been inseparable from the predecessor agencies which have now become Publicis Kaplan Thaler. The agency has successfully brought a host of new Charmin products to market; including Charmin Plus, Kids Fresh flushable wipes and Charmin Strong toilet tissue. Similarly, the trusting relationship between Charmin and PKT has led to some of the most innovative and financially successful campaigns in the category’s history.  Charmin’s Pottypalooza Tour, which offered public restrooms for patrons in big cities from New York to San Diego, raised sales almost 15% alone.  When asked about the quality of their relationship with Publicis Kaplan Thaler, Charmin stated, “This longstanding partnership centered around a dedication to creating a more enjoyable ‘go’ has enabled us to build a brand that has sold more toilet paper than anyone else, has weathered economic ups and downs, entry and exits of competitors, and welcomed new team members all while having a great time together.” With a market share of nearly 40%, it’s no surprise they are so thrilled with the work of PKT.

CharminPublicis2There seems to be no end in sight for the successful partnership between Publicis Kaplan Thaler and Charmin.  This sort of closeness and openness can only be achieved by having a good sense of humor about your work. And that comes easily when work is talking about stuff that grosses most people out. Work on Charmin continues at PKT’s New York City offices, and at this rate who knows how many more awards are to come.

For the full Ad Age article, go here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core.  With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of  Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others.  To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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