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. The other agencies that participated in the review were undisclosed.
In a statement, P&G Canada president Tim Penner said: "Given the changing landscape of Canada's media environment, we held an extensive review of our media buying. We are pleased to announce The Media Company as our selection. We strongly believe that this partnership will increase our long-term competitive advantage."
The agency's president and CEO, Doug Checkeris, said in a statement: "We are thrilled to be selected as P&G's agency of record. Our team is looking forward to extending our long-term partnership with one of Canada's marketing leaders. We will transform the conventional view of agencies of record by implementing an innovative approach based on local and international best
The Media Company also has offices in Montreal and Vancouver.
P&G brands include Pampers, Tide, Always, Swiffer, Pantene, Bounty, Pringles, Folgers and Crest.