Roster agencies to pitch for P&G Irish media business

Procter and Gamble’s roster media agencies are lining up to pitch for the household goods company’s centralised media planning and buying account in Ireland, worth around pounds 8 million.

Procter and Gamble’s roster media agencies are lining up to pitch

for the household goods company’s centralised media planning and buying

account in Ireland, worth around pounds 8 million.



P&G is inviting its UK roster media companies, MediaCom, the Media

Centre, Leo Burnett, Mediapolis and Saatchi and Saatchi, to pitch for

the business, which spans media placement in both Northern Ireland and

Eire.



At present, P&G’s Irish media account is split.



Although it is Saatchi and Saatchi’s London media department that

handles a chunk of the British P&G business, Saatchis uses Zenith in

Ireland, which looks after around 70 per cent of P&G’s media spend

there.



The Media Centre in London handles roughly 30 per cent of the Irish

spend, while MediaCom also handles media on a few P&G brands in

Ireland.



P&G has decided to centralise the entire account under one roof in a

drive to streamline its media arrangements, a process that the company

has recently been pursuing around Europe.



The UK roster agencies will pitch for the Irish part of the centralised

media business at the end of this month.



Unlike the British media account, the Irish task is expected to be more

than a media scheduling one and the winning agency will become P&G’s

official Irish agency of record.



Depending on who wins the pitch - which is being run by P&G’s in-house

media team in Newcastle, headed by Bernard Balderston - all the Irish

business could move into a London-based agency and be co-ordinated from

England.



A decision is expected to be made by early spring. None of the agencies

involved, nor Balderston himself, were available to comment.



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