Burnett wins big in P&G/U.K. shift

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Procter & Gamble U.K., Newcastle-Upon-Tyne, consolidated U.K. TV buying with roster agency Leo Burnett Co. Burnett also was assigned U.K. outdoor buying, previously in-house. The two assignments are said to involve $287 million in P&G media spending, making it the biggest media assignment in the U.K. TV buying was previously split between Burnett and Saatchi & Saatchi, London. P&G also moved its $11.5 million U.K. print buying assignment to Grey Advertising-owned MediaCom, London, from in-house and its $3 million radio buying assignment from in-house to MediaVest, the London-based media arm of MacManus Group, which is also the parent of D'Arcy Masius Benton & Bowles. All of P&G's U.K. roster agencies, including Euro RSCG, pitched for the media work.

Copyright October 1998, Crain Communications Inc.

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