Procter & Gamble is awarding lead creative duties on Crest and other oral-care brands to Publicis, which previously handled its Oral B business globally. Publicis also will take over brands including Scope, Glide, Blend-a-Med, AZ and Ipana, effective June 30. Previously, Publicis Groupe sibling Saatchi & Saatchi handled Crest in the U.S., Europe and China.

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