P&G account

$4 BILLION P&G ACCOUNT GOES TO STARCOM AND CARAT

Procter & Gamble Co. has awarded its communications planning business, including media planning, to Publicis Groupe's Starcom MediaVest Group and Aegis Group's Carat, the packaged goods giant said.

P&G spends more than $4 billion annually on all forms of communication in the U.S. alone, including advertising, communication and trade promotion, all of which are part of the communication planning assignment. Cindy Tripp, associate director of North American media and marketing, who headed the review, declined to say how the planning agencies will be compensated, but based on past industry standards for planning assignments, total agency compensation is likely to be less than $150 million.

Starcom MediaVest Group launched a dedicated P&G planning unit last year, incorporating planning staff from Publicis roster agencies Saatchi & Saatchi, Leo Burnett, Publicis and Kaplan Thaler Group.
Category assignments
Starcom MediaVest will handle fabric care, health care, home care and beauty care, including feminine care. Carat will handle baby care, family care (includes tissue towels), pet care and snacks and beverages.