MediaCom wins P&G $50m digital account, replaces Starcom

Procter and Gamble has awarded MediaCom its digital business in Latin America and the Caribbean – with the exception of Brazil – in a deal estimated to be worth over $50m annually.

According to TheDrum, following a competitive pitch lasting almost six months attended by leading media agency networks, P&G has awarded MediaCom with the position, according to Drum sources in the firm.

 The agency will replace Starcom MediaVest Group in the role.

The appointment comes during a period of reform for Proctor and Gamble, which last week announced it will be streamlining its business, splitting Duracell into a separate company.