The arrangement will be effective in the middle of the year, after P&G called for proposals in February.
In China, Starcom currently handles P&G’s TV media buying and the majority of the media planning, while MediaCom is handling P&G’s non-TV media buying and some media planning for its personal cleansing business and half of its haircare business.
In the new arrangement, in addition to the TV media buying, Starcom has won all the non-TV buying. MediaCom will handle all of P&G's haircare media planning, half of which currently sits with Starcom.
In Hong Kong and Taiwan, Starcom will handle all the media buying, and MediaCom and Starcom will share the media planning business on a brand-by-brand basis.
