The account was put up for pitch after P&G decided to strengthen its control of the buying process previously the responsibility of local broker Deluxe International as it slashed its marketing communications budget by a third from US$150 million. The cutback mirrored the FMCG giant's global spending reductions, taken in reaction to the faltering world economy.
The review focused on the capabilities of agencies which participated in the pitch to deliver media buys in accordance with spot plans.
Zenith is now in charge of buying and negotiations, while Starcom retains scheduling and some planning work.
