Procter & Gamble is buying Gillette thus creating the mother of all consumer-product companies. A NYTime article observes that the move "reflects just how much the balance of power has shifted...to giant discount retailers, mainly Wal-Mart." Of course. Gotta mention Wal-Mart. But the company "will also have more power in its negotiations with media companies - television, magazines, newspapers and billboards - to buy billions of dollars a year in advertising." That's what we thought. Here's where a Wal-Mart mention would have been appropriate too. Because Gillette agencies and vendors -- even Gillette employees -- can now look forward to new processes and practices that make P&G the Wal-Mart of advertisers. People will gripe and carp, but those folks in Cincinnati know how to make money.
What next? Mach3-branded Duracel batteries in the Mach3Power? A Braun coffeemaker that also dispenses morning shaves? I await the Pantenization of Gillette's best products.