AdWeek: SMG, Carat Split $2.5 Bil. P&G Media Planning

Starcom Mediavest and Carat together took the biggest prize in advertising, winning the account review for the $2.5 billion Procter & Gamble account. Mediavest was an incumbent, but Carat was considered by many to be a dark horse contender. Carat's win signals that perhaps P&G has been serious about its statements that it would like to change the way it plans media, becoming more integrated and more agnostic about which media should be used for a given objective. In the past, P&G has made such radical statements and failed to follow up with any discernable action.