Leo Burnett wins Procter and Gamble’s pounds 8m Irish brief

Leo Burnett and its Dublin-based affiliate, Young Advertising, have scooped Procter and Gamble’s pounds 8 million media planning and buying account in Ireland.

Leo Burnett and its Dublin-based affiliate, Young Advertising, have

scooped Procter and Gamble’s pounds 8 million media planning and buying

account in Ireland.



Burnetts pitched for the business against P&G’s UK roster media

agencies, Me-diaCom, the Media Centre and Zenith Media. Media-polis was

invited to pitch but is understood to have declined. The agencies were

informed of the result earlier this week.



P&G’s Irish account was previously split, with several agencies handling

media buying in the RTE area and Burnetts working on the Ulster buying

side.



However, overspill from the RTE and Ulster TV areas means that many

advertisers in Ireland have decided that a single media operation is

more efficient and better suited to the intricacies of the Irish

market.



Although Saatchi and Saatchi London handles a chunk of the P&G business,

Saatchis uses Zenith in Ireland, which has had responsibility for 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 has recently been handed a number of P&G projects

so the client could evaluate its work.



Burnetts was the only pitching agency which has not worked on some of

the P&G business in southern Ireland, but it has handled all the media

for the Ulster region.



Burnetts handles part of P&G’s media scheduling task in the UK, where it

has established a P&G unit, headed by David Connolly, the joint media

director. The Irish media planning and buying is expected to be

co-ordinated by Burnetts in London.



Connolly declined to comment on the appointment, which becomes effective

from 1 July.



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