MediaCom handled a significant share of the business, which included planning on the Fairy, Pantene, Bold and Clairol brands. ZenithOptimedia, which retains brands such as Ariel and Head & Shoulders, now takes on brands including Pantene, Herbal Essences and Fairy from MediaCom; MediaVest, takes Pringles and Hugo Boss.
P&G, which conducted the review to reconsider the number of planning agencies it uses, has also switched some brands between ZenithOptimedia and MediaVest.
The Pampers, Olay and Sunny Delight accounts move to Starcom MediaVest, with ZenithOptimedia taking Daz and Fairy Non Bio, but MediaVest retains key brands such as Always and Charmin.
The review, overseen by P&G's associate director for media, Bernard Balderston, has seen both retained agencies increase the size of their P&G planning business. P&G now becomes ZenithOptimedia's largest planning client. The agency, which recently announced its new return-on-investment positioning as "the ROI agency", has also recently won an increased amount of Premier International Foods planning.
P&G's buying arrangements are unchanged: Starcom Motive continues to handle TV and MediaCom press buying.
The streamlining process in the UK comes after similar reviews in other markets that resulted in Starcom MediaVest winning the planning business in France and the German account being shared by Starcom and MediaCom.
P&G's revised agency arrangements will run from 1 July. Antony Young, the chief executive of ZenithOptimedia, said: "P&G is a company that puts enormous emphasis on performance. P&G shared our vision for driving ROI, and as the first road test of the agency's new proposition, this is a good endorsement."