ZenithOptimedia will now share the majority of the media planning account with Starcom MediaVest, taking around £90m worth of business. It was previously split between the three agencies.
MediaCom will still work on the media buying part of the account. The agency shares that part of the work with Starcom MediaVest, and works on P&G brands including Pantene haircare, Pringles and Clairol.
ZenithOptimedia is tipped to picked up the haircare and detergent portfolio, which also includes Daz, Fairy, Febreze, Pantene and Lenor. It keeps Ariel and Head & Shoulders, but loses Pampers, Oil of Olay and Sunny Delight to MediaVest.
MediaVest picks up the Hugo Boss, the majority of the Clairol Herbal Essences and the Pringles media planning. It hangs on to Max Factor, Bounty, Charmin, Always, Vicks and Fixodent.
P&G is one of the advertisers that have withdrawn ads since the war in Iraq began. Although it is screening ads during regular programming, it has decided not to advertise during news bulletins or other war-related coverage.
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