Procter & Gamble awarded broadcast media buying for English-speaking Canada to The Media Co., the agency confirmed last week. Grey Global Group’s MediaCom owns the Toronto shop. Publicis’ Starcom MediaVest, the incumbent, will continue to handle print buying and share planning with The Media Co. P&G spends about $125 million in English-language TV, radio and print, said The Media Co.; it will handle about $80 million of that.
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