P&G reassigns Southeast Asia media agencies

Procter & Gamble has realigned its media accounts in Thailand, Malaysia and Singapore following a review that began in February. In Singapore, Zenith was tapped to oversee both planning and buying. Until recently, it had only been responsible for buying. In Thailand and Malaysia, Starcom became the agency of record. It previously only handled the buying portion of the assignment. Sources close to the pitch said a media scheduling test was employed to examine agencies' buying capabilities, while the planning evaluation was based on strategic recommendations based on possible campaigns for the coming 12 months. Starcom used to have the Singapore buying account, while Zenith had planning. However, the fact that each AOR fell neatly with one agency per market was a coincidence. "It just happened that way. I don't think there was any intention of consolidating with one agency per market," one source said. However, what emerged was that the buying agency won the AOR in each of the three markets. "If you're the buying agency and you have a good relationship with the client and provided you have done a good job, then it seems that you have the edge in getting the whole account," the source said.

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