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NEW YORK Procter & Gamble has awarded English-language broadcast media buying in Canada to The Media Company after a review, the agency confirmed.
The Toronto agency is owned by Grey Global Group’s MediaCom. The Cincinnati client spends about $125 million in English-language radio, TV and print, according to The Media Company, which will now handle about $80 million of that total.
Publicis Groupe’s Starcom MediaVest was the incumbent on the broadcast buying. It will continue to handle print buying and share media planning for P&G with The Media Company.
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