Two Non-roster Shops Invited to Pitch New Account

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. today said it would reconfigure its media planning agency duties to encompass broader communication planning and invite two agencies not currently on the roster to pitch for a new North American communication planning assignment.

Media buying not affected
Publicis Groupe's Starcom Mediavest Group and Grey Global Group's MediaCom currently service advertising media planning for the P&G brands handled by their respective creative siblings. A spokeswoman declined to comment on which two additional shops are pitching the account, but said the review does not include media buying.

A team of P&G North American managers will evaluate the pitches and select an agency or agencies by July 2004.

The change in the scope of the assignment will allow the agencies to move beyond current TV and print planning duties to "strategic" communication plans that "reach consumers outside traditional media outlets," P&G said in a statement.

'Media fragmentation'
Citing "media fragmentation" as a reason for the change, Greg Ross, director of North American media and marketing, said in the statement that communication planning agencies "will help integrate the many communication efforts working for us today. This will allow us to better understand and engage consumers with relevant information when and where they are most receptive."

P&G spent $2.5 billion last year in measured media, according to TNS Media Intelligence/CMR, but its overall spending on all forms of advertising and promotion likely exceeds $4 billion in the U.S. alone, including consumer and trade promotion.

P&G reported $4.3 billion in global ad spending last year, but the figure does not include most trade promotion through retailers, which totals billions more.

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