LONDON (Brand Republic) - Procter & Gamble is to centralise its European media planning on a country-by-country basis, apart from in the UK, according to reports.
At the moment, P&G’s agencies handle media planning by brand. The company’s media specialists, such as Zenith Media, MediaCom and Starcom MediaVest, handle the planning while their sister creative agencies handle the brands’ creative accounts.
The move to rationalise planning on a country-by-country basis has already started in some markets. MediaCom, for example, already handles all media planning for all brands in Austria and Switzerland.
P&G and its agencies have not commented on the plans, but reports say that all decisions will be made by the autumn.
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