SCA's media review is being held alongside a wider pan-European roster review of all advertising and promotions agencies. Led by Mats Berencreutz, the president of SCA's tissue and personal care division in Europe, it is aimed at trimming a roster of 40-plus local agencies that handle above- and below-the-line duties into a centralised European roster of fewer agencies.
While the media review will involve a contest between Carat and other networks, SCA is focusing on existing roster agencies in the advertising and below-the-line review. However, Berencreutz did not rule out talking to non-roster agencies later in the process.
Berencreutz said: "We are meeting with all our big suppliers and going through an analysis process to find a more professional way of buying and contracting them."