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After months of deliberating, Procter & Gamble has chosen which North American media agencies will handle its more than $2 billion in media spend.
The major winner for P&G's North American media buying and planning is Omnicom Media Group (for which this is all new business). The win is so significant that OMG will launch a third media network to handle it (OMG already houses the OMD and PHD brands). Details for that network are still being firmed up, said sources with knowledge of the plans, but P&G is the charter client—it is not expected to be the only one.