• by Steve McClellan  @mp_mcclellan, May 16, 2018

CPG giant Procter & Gamble as consolidated most media duties for its North American hair-care business with Dentsu Aegis Network's Carat after a review, according to a report in Adage.com. The publication reported that the move came after a review that included Omnicom's Hearts & Science, the incumbent on most of the business.

Per the report, Carat picked up around $245 million in new spending. Both Carat and Hearts & Science continue to handle the bulk of P&G’s broader North American media account—business that was awarded after a 2015 review.