Procter & Gamble (P&G) has consolidated its media planning, scheduling and buying in the UK and Ireland with Publicis Media following a review of its business in Northern Europe earlier this year.
The account – estimated to be worth more than £200m – was previously managed by Starcom Mediavest and then split between Starcom and Mediavest Spark during Publicis’ restructure last year.
Meanwhile, MediaCom oversaw the print side of the account. That will also be moved into Publicis Media in the coming weeks.
“We are incredibly proud of the insight and innovation we have delivered across the P&G business and are thrilled to continue and grow our partnership with them in the UK and Ireland,” said Amanda Morrissey, chief executive of Publicis Media.
“For P&G we’ve created a new agency model that brings together the best of Publicis Groupe to redefine the way the industry does marketing.”
Last year, P&G also consolidated the advertising for its so-called ‘Dish’ brands (which includes Fairy) with Publicis Worldwide, handing it an account that spans some 32-countries across six regions.
It comes as part of a wider drive to cut agency spending by $2bn over the next five years.
Publicis will also have to translate P&G’s recently revealed vision to bring an ‘irresistibly superior’ approach to media buying.
Earlier this year, chief financial officer Jon Moeller revealed all advertising would now be judged against a new framework, and that to be “proven effective” any work must drive awareness, household penetration, and share growth “for at least one full year” and be determined “by a panel of objective experts to be effective".
Meanwhile, echoing comments made by chief marketing offering Marc Pritchard earlier this year, Moeller said it will also be "leading the effort on media transparency and eliminating costs in the media supply chain created by poor standards adoption.
"Too many players [are] grading their own homework, too many hidden touches, too many holes, where criminals can rip us off, and unsafe places for our brands to have ads,” he said.
“We're letting our spending talk, buying media from those that comply with the new standards we're setting, so that we know our ads are experienced by consumers in the most productive and efficient way.”
It's why the FMCG-giant’s global media director recently told The Drum that he was eyeing a blend of precision and mass-reach in its media buys.