World: New-business Analysis - $1.5bn Nestle becomes biggest account in play

P&G ends its media search, but major accounts are still active. In mid-July, Procter & Gamble finally decided on Starcom Mediavest and Carat to handle its planning in the US. The decision brings to an end a four-month review for an account estimated to be valued at $4 billion. Losing out in the review were Media Planning Group, which ran Bounty, and MediaCom, which previously held around 15 per cent of the business.

In a statement, P&G said planning agencies better integrate the communication strategies at the company. The marked growth in the role of media planning at the FMCG giant sees it mirroring a similar stance as its arch-rival Unilever, which adopted a media planning strategy including PR and promotion in 2001. Unilever's European media account is still up for grabs and won't be decided until December. At $1.2 billion, it will be a good present for whoever shares that business.

There is movement, at last, in creative accounts, too. McCann Erickson New York pulled off two new-business wins last month, taking the Pfizer Viagra account, worth $100 million, away from the incumbent, Cline Davis & Mann, and the Staples office supplies account from Martin/Williams. Lowe proved that its troubles stretched across the network, when it lost its $50 million Voom account to Mullen.

Meanwhile, all eyes are on Samsung. Delays in the decision, which was due in June, are ascribed to the inevitable logistical problems of clearing diaries as big as WPP's Sir Martin Sorrell's.

ACCOUNTS UNDER REVIEW

CLIENT: NESTLE

Task: Media planning and buying, global

Budget: $1.5bn

Shortlist: IPG, WPP, Publicis

Incumbent: MindShare, OMD, Universal McCann

Decision: August

Consultant: n/s

CLIENT: UNILEVER

Task: Media buying, Europe

Budget: $1.2bn

Shortlist: Initiative, MindShare, Carat, OMD

Incumbent: Initiative, MindShare

Decision: December

Consultant: n/s

CLIENT: SAMSUNG

Task: Creative, media, global

Budget: $400m

Shortlist: WPP, Publicis Groupe, IPG

Incumbent: Foote Cone & Belding (IPG)

Decision: August

Consultant: None

CLIENT: SC JOHNSON & SON

Task: Media buying, global (broadcast only)

Budget: $350m

Shortlist: Initiative, ZOG, Universal McCann

Incumbent: Initiative, ZOG, Universal McCann

Decision: Imminent

Consultant: None

CLIENT: KIA MOTORS

Task: Creative, North America

Budget: $270m

Shortlist: Davidandgoliath, CA; undisclosed

Incumbent: Davidandgoliath, CA

Decision: n/s

Consultant: Achenbaum Bogda Associates

CLIENT: SUBARU OF AMERICA

Task: Creative, global

Budget: $150m

Shortlist: Berlin Cameron/Red Cell, NY; DDB, NY; McCann Erickson, NY;

The Martin Agency, Richmond

Incumbent: TM Advertising, Dallas

Decision: July

Consultant: n/s

CLIENT: OFFICE OF NATIONAL DRUG CONTROL POLICY

Task: Media buying, creative, US

Budget: $145m

Shortlist: Undisclosed

Incumbent: Ogilvy & Mather

Decision: September

Consultant: n/s

CLIENT: LEGO

Task: Media buying, Europe

Budget: $65m

Shortlist: Undisclosed

Incumbent: Starcom Mediavest

Decision: n/s

Consultant: n/s

ACCOUNTS WON

CLIENT: PROCTER & GAMBLE

Task: Media planning, North America

Budget: $4bn

Winner: Starcom Mediavest, Carat

Shortlist: MediaCom, Starcom Mediavest, Carat

Incumbent: MediaCom, Starcom Mediavest

Consultant: None

CLIENT: PFIZER (Viagra)

Task: Creative, US

Budget: $100m

Winner: McCann Erickson, NY

Shortlist: Cline Davis & Mann, NY; McCann Erickson, NY; Merkley &

Partners, NY

Incumbent: Cline Davis & Mann, NY

Consultant: None

CLIENT: HEINZ

Task: Media buying and planning, Europe

Budget: $70m

Winner: Vizeum

Shortlist: Starcom Mediavest, OMD, MEC, Vizeum

Incumbent: Starcom Mediavest

Consultant: n/s

CLIENT: MORGAN STANLEY

Task: Creative, media, US

Budget: $60m

Winner: Leo Burnett, Chicago

Shortlist: Undisclosed

Incumbent: Goodby Silverstein & Partners

Consultant: n/s

CLIENT: STAPLES

Task: Creative, media, US

Budget: $60m

Winner: McCann Erickson, NY

Shortlist: McCann Erickson, NY; Arnold, Boston; JWT, NY; Fallon, NY

Incumbent: Martin/Williams, Minneapolis

Consultant: n/s

CLIENT: TCHIBO (non-food account)

Task: Creative, media planning and buying, Germany

Budget: $50m+

Winner: Initiative Hamburg

Shortlist: Undisclosed

Incumbent: OMD

Consultant: n/s

CLIENT: VOOM

Task: Creative, US

Budget: $50m

Winner: Mullen Wenham

Shortlist: Mullen Wenham; The Martin Agency, Richmond; TBWA\Chiat\Day,

NY; The Sloan Group, NY

Incumbent: Lowe, NY

Consultant: Matchworks

All budgets are estimates.