P&G awards Southeast Asia account to MediaCom

This appointment breaks P&G's decade-long relationship with incumbent Starcom MediaVest. Also linked to the pitch was Aegis agency, Carat.

At the time the media review was called, it is understood that MediaCom was P&G's agency of record in the Philippines.

The account is believed to be worth around US$450 million. On 30 June this year P&G increased its global ad spend by over US$700 million year-on-year to US$9.3 billion — representing 11.3 per cent of its net sales.

Representatives of MediaCom could not be reached for comment at press time.