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
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
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
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
A decision is expected to be made by early spring. None of the agencies
involved, nor Balderston himself, were available to comment.