Procter and Gamble (P&G) Philippines appointed Mediacom Philippines as its Agency of Record (AOR) for media planning, effective November 1, 2009. Mediacom, which already does the media buying for P&G, takes over Carat Philippines, which handled the media planning responsibilities since 2006.
“This change is consistent with our global P&G thrust to drive simplification and scale in our operations. Behind this move, we will be evolving our current dual-agency set-up whereby separate agencies handle media planning and media buying, respectively. As Mediacom has been our AOR in the Philippines for Media Buying in the last three years, we will be significantly streamlining our media operations, effectively consolidating all media agency responsibilities under a single agency unit,” said Mohit Anand, marketing director of P&G Philippines.
In 2008, based on rate card cost, Nielsen estimates that P&G Philippines spent a total of PhP10.7B (US$221.3M) on advertising. With both media planning and buying to be controlled by Mediacom, the next year looks very rosy for the media agency.
Mediacom is one of P&G’s key agency partners in the Asia region handling markets such as China, India, Australia, Korea and Japan. As recently as November 2008, it won the planning business of three P&G brands in China.
