For overseas Clairol brand campaigns, Ericsson Fina will work with the international offices of a sibling, Grey Worldwide, which also handles Procter brands like Crisco, Jif, Pringles and Sure.

P.& G. also recently put up a Web site about feminine hygiene at BeingGirl.com, with links from the sites for Always and another Procter brand, Tampax.

They will be added to the Procter brands handled by D.M.B.& B., which include Crest toothpaste, Scope mouthwash and Pampers diapers.

Procter brands have switched to the Gillette method, which may increase sales of some Procter products, Mr. Schmitz said.

Grey Worldwide, which already handles Procter brands like Pantene and Pringles, also picked up D'Arcy brands like Torengos snacks.

Amway, which is based in Ada, Mich., is a $6.8 billion direct-marketing company whose products compete with Procter brands, which include Tide detergent and Crest toothpaste.

The creative and media buying duties for Procter brands are not affected.

Kaplan Thaler continues to create campaigns for Procter brands like Infusium and Swiffer.

For instance, there will be sponsorship and promotional alliances with Mr. Joyner, on and off the air, for the 15 biggest Procter brands like Bounty, Crest, Charmin and Tide.

The study will seek to measure whether Mr. Joyner's listeners become more aware of the Procter brands, whether their attitudes about the brands improve and whether they intend to increase their purchases of the products.