Wins this week: P&G, King, Which?

Campaign's weekly round-up of account moves across advertising and media.

Laundrapp: Recipe takes over the ad account from Now
Laundrapp: Recipe takes over the ad account from Now

Publicis Media has retained Procter & Gamble's £210m UK media account, expanding its remit to include all media planning, scheduling, and buying. The bulk of the UK business was previously held by Starcom Mediavest, which was separated into Starcom and Mediavest Spark by Publicis Media Group last March. 

Starcom's business now includes work that was previously with WPP's MediaCom, including press buying. As well as losing part of the UK business, MediaCom lost the Nordics business to Carat. 

In the Nordics, Germany and Switzerland, meanwhile, P&G will consolidate all of its media operations with a newly formed joint venture between Pilot Hamburg and MediaCom/GroupM, effective 1 July. MediaCom already held the bulk of the German business.

King has retained WCRS as its global creative agency following its sale to gaming giant Activision. WCRS has worked on the business since April 2014.

Which? has appointed Grey London as it looks to become a stronger campaigning force for consumers. VCCP was the incumbent.

Laundrapp, the online laundry and dry cleaning service, has awarded its lead creative agency business to Recipe after a competitive pitch. The account was previously held by Now, which earned a Campaign Turkey of the Week for its 2015 ad "Success is well-laundered".

McLaren Automotive, the luxury sports car maker, has appointed full-service media agency DCT8 to handle its European regional office account. DCT8 will now work full time with McLaren to develop an overarching, conquest-driven media plan around content and advertising across European markets.

The Brit School, the performing and creative arts specialist school in south London, has begun working with MBA, which will provide marketing support to enhance its profile and fundraising.