November 18, 2024

After Decades, Gillette and BBDO Ad Agency Part Ways

Procter Gamble, which acquired Gillette in 2005, said on Monday that it would shift the duties for creating advertising campaigns for the Gillette brand that appear in countries around the world to Grey from BBDO Worldwide.

Procter spends hundreds of millions of dollars each year to advertise the Gillette line of men’s grooming products, including the familiar shaving items like razors and blades. About $150 million a year of that spending takes place in the United States.

BBDO’s relationship with Gillette dates to 1966, when it acquired an agency named Clyde Maxon, which worked on Gillette ads beginning in the 1930s and onward. BBDO helped Gillette introduce products like the Atra, Mach 3 and Fusion razors and blades, and it coined the slogan “The best a man can get” for Gillette in 1989.

The decision by Procter executives to move the account came after a seven-month review that had been narrowed to BBDO Worldwide, part of the Omnicom Group, and two other finalists: Grey, part of the Grey Group division of WPP; and Saatchi Saatchi, part of the Publicis Groupe.

The review began with five agencies, the three finalists along with Publicis Worldwide, also part of Publicis, and Wieden Kennedy.

All five agencies already work for Procter, meaning, in industry parlance, that they are roster agencies for the company. For instance, BBDO also handles assignments for Procter like Braun shavers, the Art of Shaving retail chain and the Venus line of women’s shaving products; those accounts are not affected by the departure of the Gillette account.

Grey adds Gillette to a list of Procter brands for which it creates ads that includes Febreze and Pantene. In a memo to employees, James R. Heekin, chairman and chief executive at the Grey Group, called the decision “sensational news” and a “vote of confidence in Grey from our longtime partner, P.G.”

The change in the status of the Gillette account came as Procter was re-evaluating various aspects of its advertising, marketing and promotional plans during a challenging period for the company. In a statement on Monday, Procter said the review had been spurred by a desire “to generate fresh thinking and uncover new approaches to connecting with men.”

The sluggish economies in many countries, including the United States, mean that consumers are thinking twice before buying even the everyday household staples in which Procter specializes. And Procter has had problems in pricing products, as some brands were being perceived as too expensive for the current economic climate.

Recently the company has run ads playing up the value of its products as well as introducing lower-price versions of premium-price products like Bounty towels and Puffs tissues.

In the case of Gillette, the company has resumed ads for the Mach 3 men’s shaving line, which was superseded by the more expensive Fusion men’s shaving line. And some ads for Fusion have talked about how the blades may not be as expensive as they seem if shoppers consider how long each blade can last.

This article has been revised to reflect the following correction:

Correction: April 29, 2013

An earlier version of this article misstated the finalists after a seven-month review by Procter executives from among five agencies. A third, in addition to BBDO Worldwide and Grey, was Saatchi Saatchi, not Publicis Worldwide.

Article source: http://www.nytimes.com/2013/04/30/business/media/after-decades-gillette-and-bbdo-ad-agency-part-ways.html?partner=rss&emc=rss

DealBook: Buffett’s Annual Letter Plays Up Newspapers’ Value

Warren Buffett, the billionaire investor and chief of Berkshire Hathaway.Cliff Owen/Associated PressWarren Buffett, the billionaire investor and chief of Berkshire Hathaway.

Over the last half-century, Warren E. Buffett has built a reputation as a contrarian investor, betting against the crowd to amass a fortune estimated at $54 billion.

Mr. Buffett underscored that contrarian instinct in his annual letter to shareholders published on Friday. In a year when Mr. Buffett did not make any large acquisitions, he bought dozens of newspapers, a business others have shunned. His company, Berkshire Hathaway, has bought 28 dailies in the last 15 months.

“There is no substitute for a local newspaper that is doing its job,” he wrote.

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Those purchases, which cost Mr. Buffett a total of $344 million, are relatively minor deals for Berkshire, and just a small part of the giant conglomerate. And Mr. Buffett has begun this year with a bang, announcing last month his takeover, along with a Brazilian investment group, of the ketchup maker H. J. Heinz for $23.6 billion.

Despite the Heinz acquisition, Mr. Buffett bemoaned his inability to do a major deal in 2012. “I pursued a couple of elephants, but came up empty-handed,” he said, adding that “our luck, however, changed early this year” with the Heinz purchase.

Written in accessible prose largely free of financial jargon, Berkshire’s annual letter holds appeal far beyond Wall Street. This year’s dispatch contained plenty of Mr. Buffett’s folksy observations about investing and business that his devotees relish.

“More than 50 years ago, Charlie told me that it was far better to buy a wonderful business at a fair price than to buy a fair business at a wonderful price,” Mr. Buffett wrote, referring to his longtime partner at Berkshire, Charlie Munger.

Mr. Buffett also struck a patriotic tone, directly appealing to his fellow chief executives “that opportunities abound in America.” He noted that the United States gross domestic product, on an inflation-adjusted basis, had more than quadrupled over the last six decades.

“Throughout that period, every tomorrow has been uncertain,” he wrote. “America’s destiny, however, has always been clear: ever-increasing abundance.”

The letter provides more than entertainment value and patriotic stirrings, delivering to Berkshire shareholders an update on the company’s vast collection of businesses. With a market capitalization of $250 billion, Berkshire ranks among the largest companies in the United States.

Its holdings vary, with big companies like the railroad operator Burlington Northern Santa Fe and the electric utility MidAmerican Energy, and smaller ones like the running-shoe outfit Brooks Sports and the chocolatier See’s Candies. All told, Berkshire employs about 288,000 people.

The letter, once again, did not answer a question that has vexed Berkshire shareholders and Buffett-ologists: Who will succeed Mr. Buffett, who is 82, as chief executive?

Last year, he acknowledged that he had chosen a successor, but he did not name the candidate.

He has said that upon his death, Berkshire will split his job in three, naming a chief executive, a nonexecutive chairman and several investment managers of its publicly traded holdings.

In 2010, he said that his son, Howard Buffett, would succeed him as nonexecutive chairman.

Berkshire’s share price recently traded at a record high, surpassing its prefinancial crisis peak reached in 2007 and rising about 22 percent over the last year.

The company reported net income last year of about $14.8 billion, up about 45 percent from 2011. Yet the company’s book value, or net worth — Mr. Buffett’s preferred performance measure — lagged the broader stock market, increasing 14.4 percent, compared with the market’s 16 percent return.

Mr. Buffett lamented that 2012 was only the ninth time in 48 years that Berkshire’s book value increase was less than the gain of the Standard Poor’s 500-stock index. But he pointed out that in eight of those nine years, the S. P. had a gain of 15 percent or more, suggesting that Berkshire proved to be a most valuable investment during bad market periods.

“We do better when the wind is in our face,” he wrote.

For Berkshire’s largest collection of assets, its insurance operations, the wind has been at its back. We “shot the lights out last year” in insurance, Mr. Buffett said.

He lavished praise on the auto insurer Geico, giving a special shout-out to the company’s mascot, the Gecko lizard.

Investors also keep a keen eye on changes in Berkshire’s roughly $87 billion stock portfolio. Its holdings include large positions in iconic companies like International Business Machines, Coca-Cola, American Express and Wells Fargo. He said Berkshire’s investment in each of those was likely to increase in the future.

Mae West had it right: ‘Too much of a good thing can be wonderful,’ ” Mr. Buffett wrote.

He also heaped praise on two relatively new hires, Todd Combs and Ted Weschler, who now each manage about $5 billion in stock portfolios for Berkshire. Both men ran unheralded, modest-size money management firms before Mr. Buffett plucked them out of obscurity and moved them to Omaha to work for him.

He called the men “a perfect cultural fit” and indicated that the two would manage Berkshire’s entire stock portfolio once he steps aside. “We hit the jackpot with these two,” Mr. Buffett said, noting that last year, each outperformed the S. P. by double-digit margins.

Then, sheepishly, employing supertiny type, he wrote: “They left me in the dust as well.”

A former paperboy and member of the Newspaper Association of America’s carrier hall of fame, Mr. Buffett devoted nearly three out of 24 pages of his annual report to newspapers.

While Mr. Buffett has been a longtime owner of The Buffalo News and a stakeholder in The Washington Post Company, he told shareholders four years ago that he wouldn’t buy a newspaper at any price.

But his latest note reflects how much his opinion has turned. His buying spree started in November 2011, when he struck a deal to buy The Omaha World-Herald Company, this hometown paper, for a reported $200 million. By May 2012, he bought out the chain of newspapers owned by Media General, except for The Tampa Tribune. In recent months, he continued to express his interest in buying more papers “at appropriate prices — and that means a very low multiple of current earnings.”

“Papers delivering comprehensive and reliable information to tightly bound communities and having a sensible Internet strategy will remain viable for a long time,” wrote Mr. Buffett.

Mr. Buffett said in a telephone interview last month that he would consider buying The Morning Call of Allentown, Pa., a paper that the Tribune Company is considering selling. But Mr. Buffett said he had not contacted Tribune executives.

“It’s solely a question of the specifics of it and the price,” he said about the Allentown paper. “But it’s similar to the kinds of communities that we bought papers in.”

Mr. Buffett has plenty of cash to make more newspaper acquisitions. To cover his portion of the Heinz purchase, Mr. Buffett will deploy about $12 billion of Berkshire’s $42 billion cash hoard. That leaves a lot of money for Mr. Buffett to continue his shopping spree for newspapers — and more major acquisitions like Heinz.

“Charlie and I have again donned our safari outfits,” Mr. Buffett wrote, “and resumed our search for elephants.”

Article source: http://dealbook.nytimes.com/2013/03/01/buffett%E2%80%99s-annual-letter-plays-up-newspapers%E2%80%99-value/?partner=rss&emc=rss

Spanish Construction Firm Ousts Its Chief Executive

Luis del Rivero, the ousted chairman of the Spanish construction company Sacyr Vallehermoso, learned that the hard way this week.

After failing in his months-long crusade to shake up the management and strategy of Repsol YPF, the largest oil company in Spain, he became the victim of his own boardroom coup on Thursday. The board of Sacyr voted to remove Mr. del Rivero and replace him with the company’s chief executive and his longtime partner, Manuel Manrique.

The move throws into doubt the future of a pact that Sacyr, which owns 20 percent of Repsol’s stock, had signed with another large Repsol shareholder, Pemex, the Mexican state oil monopoly, to agitate for changes at Repsol.

Under the pact struck in August, the two companies agreed to vote together on the Repsol board, where Sacyr held three seats and Pemex held one. Pemex, which held about 4.8 percent of Repsol’s shares at that time, also began increasing its stake and now owns about 9.5 percent.

Before he was fired, Mr. del Rivero had been under increasing pressure as he struggled to refinance the 4.9 billion euros ($6.8 billion) loan that Sacyr had taken on to buy the Repsol stake in 2006. That loan is due Dec. 21, and his removal makes it more likely that Sacyr will sell some of its Repsol stake, worth nearly 5.3 billion euros ($7.3 billion) at current prices, to pay back the loan.

The debt had pushed Mr. del Rivero into a public feud with Repsol’s chairman and chief executive, Antonio Brufau Niubó, as he pushed Repsol to raise its dividend payments and separate the positions of chairman and chief executive.

The Repsol board instead backed Mr. Brufau’s strategy, which has been to invest more in oil exploration. And in late September, Repsol counterattacked. It changed its bylaws in an attempt to strip Pemex and Sacyr of their seats on Repsol’s board on the grounds of conflict of interest. Repsol also mounted a legal challenge to the pact struck by Sacyr and Pemex, arguing that it breached takeover rules.

Sacyr and Pemex had hoped to gain more seats on the board without making a takeover bid for Repsol, which would have been compulsory if their combined share had reached more than 30 percent.

Shares of Repsol rose in the initial days of the battle, but fell back as the standoff dragged on.

That put more pressure on debt-burdened Sacyr to find another approach, or a new leader.

Although Mr. del Rivero owns 13 percent of Sacyr, the company’s other leading shareholders, Demetrio Carceller and Juan Abelló, lined up support to get rid of him. Mr. Manrique, who himself has 6 percent of Sacyr stock, helped tip the balance in the vote to oust Mr. del Rivero.

“The reality is that del Rivero has been pushed out by other powerful shareholders from the Abelló and Carceller families, who had been his backers in Sacyr but got fed up with his mismanagement and shenanigans,” said Luis Arenzana, a partner of Shelter Island Capital Management in Madrid, an asset management company that owns shares in Repsol.

Mr. del Rivero was part of a generation of construction engineers who rode Spanish property development to become among the country’s most powerful entrepreneurs — with ambitions stretching far beyond the sector and Spain’s borders.

Together with Mr. Manrique and two others, he founded Sacyr in 1986 and then leapfrogged some rivals by buying Vallehermoso, a property subsidiary of Banco Santander. But some of Mr. del Rivero’s subsequent bids failed, notably an attempt in 2004 to gain control over the banking group BBVA, with the blessing of the incoming Socialist government, and a takeover bid for a French rival, Eiffage.

Pemex’s role in the Repsol fight was always puzzling, and the outcome is an embarrassment for its chief executive, Juan José Suárez Coppel. A Pemex spokesman said Friday that its pact with Sacyr remained in effect, but analysts said that the partnership was likely to dissolve with Mr. del Rivero’s ouster.

Pemex had long been a passive investor in Repsol, but after it struck the pact with Sacyr, it spent $1.6 billion to nearly double its stake.

Pemex’s goals were unclear, although Mr. Suárez Coppel has recently said he had hoped to persuade Repsol to share technology and work on joint projects with his company.

Now, he will have to justify why he allowed Pemex to get involved in a boardroom battle on the wrong side.

“It looks gloomy for Suárez Coppel,” said Luis Miguel Labardini, a partner at Marcos y Asociados, an energy consulting firm in Mexico City. “People are going to look at this as a failure.”

Petróleos Mexicanos, as the company is officially called, operates in a time warp that shuts it off from investment and cutting-edge technology. Because Mexican law prohibits any kind of foreign investment in the country’s oil industry, international oil companies are virtually barred from working in Mexico.

And it is almost impossible politically for Pemex to form a joint venture outside of Mexico. Pemex’s budget is set by the Mexican Congress, and its mandate is to develop Mexico’s oil industry. Spending taxpayer money to explore outside of Mexico would set off a political storm.

But Mr. Labardini said that in the end, the decision to raise its investment in Repsol would be profitable for Pemex.

“The decision is a good one, as a financial diversification strategy, even if the agreement with Sacyr doesn’t go through,” he said.

Article source: http://feeds.nytimes.com/click.phdo?i=96ac660e9d27342f56754aa7f2b995ff