Colgate-Palmolive has aligned its advertising assignment with Young & Rubicam worldwide, a consolidation valued at US$650 million.

The Canadian portion to be handled by Young & Rubicam of Toronto is estimated as high as $25 million.

Since early 1994, Colgate has been using two global agencies, y&r and True North Communications, the parent company of Foote Cone & Belding.

In Canada, y&r has been handling Colgate toothpaste and oral care products, while fcb has had abc detergent, Fleecy fabric softener, Javex bleach and Mennen deodorant.

That business will switch to y&r in March 1996.

Y&R, Toronto is also the agency for The Clorox Company of Canada, another marketer of household products. Clorox markets bleach products in the u.s., but not in Canada.

The company does not see a conflict with y&r’s new business at this time.

Fred Reicker, corporate communications manager Clorox, of Oakland, Calif., says:

‘As of now, Colgate is not advertising brands competing with Clorox in Canada, but it is a situation we will keep an eye on.’

Clorox’ Canadian brands include Pine-Sol cleaner, Tilex mildew stain remover, and sos steel wool soap pads.