The move streamlined P&G's media operations, effectively consolidating all media agency responsibilities under a single agency unit. The change was consistent with the global P&G thrust then to drive simplification and scale in our operations.
This move was one of the final blows to the dual-agency set-up whereby separate agencies handle media planning and media buying.
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.
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