The win streak at WPP’s MediaCom continues — the agency has won digital media planning and buying duties for consumer goods giant Procter & Gamble in Latin America and the Caribbean, according to sources.
P&G’s combined digital spending in the regions is estimated at close to $75 million, according to people familiar with the matter. Publicis Groupe’s Starcom MediaVest Group was the incumbent, and participated in a review for the business said to have lasted more than six months. Dentsu Aegis Network’s Carat also participated in the review.
Prior to the win, MediaCom was already a P&G roster shop, stewarding the client’s media business in territories such as Japan, India, Australia and South Korea.
For MediaCom, the win is the latest in a string of recent victories that also include part of the consolidated Bose assignment, the $150 million Merck consumer health business (now owned by Bayer) and the $575 million A-B InBev U.S. media planning and buying account.
The agency declined to comment, referring queries to P&G.
Big-selling P&G brands in Latin America include Head & Shoulders, Iams, Mach3, Olay, Oral-B, Pampers, Pringles, Tide and numerous others, per the company.