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.
