Procter & Gamble co. has appointed Grey Global Group's MediaCom to handle media planning in the Scandinavian markets. Though Bernhard Glock, P&G's media director for Europe and Asia, had initiated the consolidations of media planning in various European markets, the company has left to its local media managers to choose between MediaCom, Bcom3 Group's Starcom, or Zenith Media, which is jointly owned by Publicis Groupe and Cordiant Communications Group.
In Italy, media planning has been split between MediaCom and StarCom. Earlier this week, Germany's $256 million planning business was divided between Starcom and MediaCom. Shortly before that, P&G assigned France's entire $100 million media planning account to Starcom. A decision to consolidate media planning in the Spanish and Benelux markets has not yet been made.
P&G is rationalizing its media planning on a country-by-country basis in Europe except for the U.K. Currently in most countries, P&G's roster creative agencies and their sister media specialists handle media planning by brand.