MERCADEO Versión en español
Omnicom is the big winner in P&G’s media agency review
8 de diciembre de 2015
Omnicom se alza como el gran ganador en la revisión de agencia de medios de P&G
Its clear now why Publicis Groupe went through its big restructuring last week: Procter & Gamble has completed its media agency review, and Publicis is the big loser. Omnicom Media Group (OMG) and Dentsu Aegis Carat, which has worked with the client for some time, are the winners. Publicis has officially lost all of the P&G business in North America, while Starcom Mediavest Group will remain as the brands primary media buyer and planner outside the U.S. The business is new for Omnicom, but not for Carat that primarily handled media buying in Canada in addition to “communications planning for some brands in North America” according to a statement. The media review began on May and five months later P&G appointed a new North American media chief. Over the summer, P&G essentially acknowledged its failure in the beauty space and agreed to sell 43 related brands to cosmetics giant Coty for US$12.5 billion.
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