P&G to consolidate $50m Canadian media account

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TORONTO -- In what is believed to be the largest account review in Canadian advertising history, Procter & Gamble Canada is consolidating its $50m account for English-language TV buying with a single agency. And only the four incumbent agencies on the business have been invited to pitch for the lucrative account. All based in Toronto, the agencies are Saatchi & Saatchi, Grey Canada, Leo Burnett and Bensimon*Byrne/DMB&B. Each agency handles different parts of P&G's business, but only Leo Burnett and Bensimon* Byrne/DMB&B handle TV.

The review does not affect the Quebec TV media buying that is handled by Le Group BCP of Montreal. P&G spokesperson Janice Mandel says the move to consolidate the account is not a reflection on the incumbents' handling of their business but rather is P&G/Canada following in its U.S. parent company's footsteps of consolidating media buying. P&G in the U.S. is also reviewing consolidating its TV buying, business worth $1.2 billion. P&G hopes to make a decision about its new agency before Christmas with the actual assignment taking effect January 1, 1998.

Copyright August 1997, Crain Communications Inc.

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