Procter & Gamble Co. has decided to split its $256 million German media planning budget, its biggest in Europe, between Bcom3 Group-owned Stracom, Frankfurt, and Grey Global Group's MediaCom, Duesseldorf. The appointment comes as a blow to the third agency pitching, Frankfurt-based Zenith Media, jointly owned by Cordiant Communications Group and Publicis Groupe.
Publicis' Saatchi & Saatchi used to handle media planning for P&G brands including Pampers, Ariel and Oil of Olay. P&G's other creative roster shops in Germany handled media planning for other brands with MediaCom being responsible for media buying.
The decision, made by P&G's European media director, Bernhard Glock, comes hot on the heels of the appointment of Paris-based Stracom's assignment of the household giant's $100 million media planning account in France.
P&G is expected to announce pending media planning appointments in Spain, Italy and Scandinavia shortly.
Our typical marketing budget is usually 10 per cent of the topline spend