The move consolidates all of P&G's planning business into Starcom from P&G's planning roster of agencies, which included MediaCom and ZenithOptimedia as well as Starcom. It will mean the agency now holds the planning brief for all of P&G's homecare products in western Europe.
The Publicis-owned agency already holds the media accounts for P&G products Femcare, Baby Toddler Care and Oralcare.
Nigel Conway, deputy managing director of Starcom's P&G team, said: "To pitch and win further business from Procter & Gamble is a fantastic endorsement of our work and the business partnership we have with this client."
Last month, Starcom won the digital media planning and buying account for P&G in the UK as part of a competitive pitch against WPP agency MediaCom, following the advertiser's decision to consolidate the UK spend into one agency.
Last week, Starcom picked up the £4m media planning and buying brief for the South African Tourism Board for marketing in the UK, Italy, France, The Netherlands and Australia.
P&G's digital media buying had been handled jointly by Publicis-owned Starcom and sister agency ZenithOptimedia.
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