Procter & Gamble Co. handed its $4 billion communications account to Starcom MediaVest and Carat. The assignment includes media planning as well as planning for promotions and p.r.
“This shift in the planning process allows us to better understand and engage consumers with relevant information when and where they are most receptive,” said VP-North America marketing Ted Woehrle in a statement.
Starcom MediaVest (owned by Publicis Groupe) will handle P&G’s fabric care, health care, home care and beauty care. Aegis Group’s Carat is assigned baby care, family care, pet care and snacks and beverages, per published reports.
Other contenders were Grey Global Group’s MediaCom, which had handled a reported 15% of P&G’s communications planning; Havas’ Media Planning Group; and Targetbase, a division of Omnicom Group.
In other P&G news, the company has combined the business of Wella, P&G Clairol, Prestige Beaute Fine Fragrances and Cosmopolitan Cosmetics.
The new unit will be led by Heiner Gurtler, current Wella CEO and president of Global Professional Hair and Cosmopolitan Cosmetics.
His new title is group president of Global Prestige and Professional Care.
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