Procter & Gamble appoints MediaCom as AOR in the Philippines

MediaCom, which also handles media buying for P&G, takes over the media planning responsibilities from Carat Philippines.

"This change is consistent with our global P&G thrust to drive simplification and scale in our operations. Behind this move, we will be evolving our current dual-agency set-up whereby separate agencies handle media planning and media buying, respectively. As MediaCom has been our AOR in the Philippines for media buying in the last three years, we will be significantly streamlining our media operations, effectively consolidating all media agency responsibilities under a single agency unit," said Mohit Anand, P&G Philippines marketing director.

MediaCom is one of P&G’s key agency partners in the Asia region, handling media business in markets such as China, India, Australia, Korea and Japan.

In November last year P&G moved its media planning business for three brands in China to MediaCom.

The FMCG giant also surprised many recently when it dramatically changed its media buying arrangements in China, taking its entire media negotiation business in-house . As part of that reorganisation, MediaCom is thought to have picked up non-TV buying duties.