This has been on the cards for almost three years now, but it is only now that Procter & Gamble, one of the largest advertisers, has decided to review its media duties. As a norm, P&G reviews its media custodians every four years. However, in India, the gap has been much longer, seven years. The key P&G agencies in India are Madison, which does the buying for all the P&G brands, and Starcom Worldwide, which does the planning on most of the P&G brands. MediaCom, post the Gillette buyout, does the planning for the Gillette brands, and for the ‘Pampers’ brand.
In India, all these three agencies would be making pitches to P&G. Company officials stated that this was part of the ‘standard procedure’ and at the same time, it also gave the advertiser a chance to strike newer conversations. For India, the newness will come from Carat’s involvement in the pitch. Carat is also one of the P&G agencies in markets such as the Philippines.
Sources familiar with the situation, said that they expected significant changes coming from this pitch. They are also of the opinion that P&G wouldn’t entertain any other agency entering the pitch at this stage. Whether a consolidation of the planning agency comes from this move is yet to be seen, but it is only a matter of weeks now before a decision on this is taken.