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International: P&G inks cross-platform pact with Discovery

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International: P&G inks cross-platform pact with Discovery

Procter & Gamble Co. announced a one-year cross-platform media deal with Discovery that combines media buys on Discovery's eight cable networks. The deal covers a variety of integrated marketing efforts, including advertising, "product integration" in Discovery networks' TV programming, promotions on, sweepstakes, and promotional tie-ins at 167 Discovery Channel stores.

Bcom3 Group's MediaVest, P&G's TV buying and planning agency of record, crafted the pact. The deal also offers a partnership between P&G's Swiffer cleaning brand and the TLC network's Trading Spaces series. The source didn’t comment on whether Swiffer product placement would be included in Trading Spaces or other details of the Swiffer partnership. But P&G said its brands will be integrated into Discovery Channel's Surprise By Design program.

Other Discovery cable networks included in the deal are Animal Planet, the Travel Channel, Discovery Health Channel, Discovery Kids Channel, Discovery Home & Leisure Channel and BBC America.

The deal marks the first large-scale partnership for the newly formed Discovery Solutions Group.


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