Four to compete for $2.5bn P&G media planning business

Procter & Gamble is reviewing its $2.5 billion North American media planning account out of Starcom MediaVest in Chicago and MediaCom in New York.

Both the incumbents are understood to be taking part in the pitch, along with two unnamed agencies.

Media buying will not be affected.

According to Greg Ross, P&G's director of media for North America, the review is to deal with media fragmentation. He said: "Given today's media fragmentation, we need to connect with our consumers and reach them at various touch points."

The move follows an announcement by P&G that it will sell Sunny Delight to JW Childs Associates, a Boston-based equity company. Childs will run the business across eight countries, including North America and Europe, through a company named Sunny Delight Beverages.

Last year, P&G completed a review of its £162 million media planning business in the UK. The account was consolidated into Publicis Groupe's ZenithOptimedia and Starcom MediaVest, at the expense of MediaCom.

P&G, which owns brands such as Pringles, Pampers and Olay, recently appointed Bernhard Glock to the new role of global media and communications manager.

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