P&G names new media partner in Singapore and Malaysia

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P&G has appointed Starcom to manage media planning and buying duties for TV and digital in Singapore and Malaysia for three years. MARKETING-INTERACTIVE understands that the agency will oversee 17 brands except SK-II, which remains with incumbent MediaCom. The appointment is understood to be effective 1 December and the RFI and RFP process lasted 12 months. It is also understood that the account returns to Starcom after 11 years.

MARKETING-INTERACTIVE has reached out to P&G and Starcom for comment. MediaCom declined to comment.

More than 50% of P&G's advertising is in digital, CFO Andre Schulten said during its fourth quarter earnings call at the end of July. He added that the company has developed strong capability to target better both on TV as well as in digital. "Our ability to improve effectiveness of reach and quality of reach is allowing us to drive cost per effective reach down both in digital and in TV. We've shifted more and more spend into digital," he said.

As a result, P&G was able to deliver significant productivity over the past years and has since reinvested all of that productivity and incremental media spend ahead of sales leverage, Schulten explained.

Separately, Publicis Groupe has been working with P&G for over 50 years, with PG One launching in 2016 that brings together expertise from across disciplines, including creative and media. P&G's chief brand officer Marc Pritchard said in 2020 that the agencies are helping P&G "drive superior communication" with its consumers.

"We are constructively disrupting in all areas of our business, and these partners are leading the way to innovate in advertising and media as we reinvent brand building at P&G," he added.

In April, the Groupe named Sarah Ko as ECD for PG One Singapore. She was previously regional group creative director at Saatchi & Saatchi Singapore and has worked on more than 20 various categories and 10 markets in APAC and EMEA. Before that, Ko was with Ogilvy Philippines, Lowe and Partners, as well as Havas Worldwide Thailand. Ajay Thrivikraman previously oversaw the creative work for PG One as chief creative officer, global clients before taking on the role of Southeast Asia's chief creative officer.

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