P&G Kicks Off North America Media Agency Review

Global FMCG player Procter & Gamble has put its North American media assignment into review.

The incumbents: Starcom MediaVest Group and Dentsu Aegis's Carat, which have both been on P&G’s roster for a decade or longer are expected to participate in the review.

According to Market Research, Insight and Consultancy, Kantar, P&G spent more than $2.6 billion on ads in the U.S. in 2014, making it the top advertiser in terms of expenditures, although the company spent 14% less last year than in 2013.