Procter & Gamble has consolidated its UK and Ireland media business with Publicis Media, which includes media planning, scheduling and buying, according to the Drum.

The move follows a review of its Northern Europe business last year, with MediaCom previously holding the print side, an account that will move to Publicis Media in the consolidation.

Starcom Mediavest previously managed the £200 million account, before it was split between Starcom and Mediavest Spark as part of the Publicis restructure which took place last year.

Amanda Morrissey, Chief Executive of Publicis Media, told The Drum, “We are incredibly proud of the insight and innovation we have delivered across the P&G business and are thrilled to continue and grow our partnership with them in the UK and Ireland.
“For P&G we’ve created a new agency model that brings together the best of Publicis Groupe to redefine the way the industry does marketing.”

The move comes as P&G looks to cut agency costs by $2billion across the board over the next five years, with Chief Financial Officer Jon Moeller stating earlier in the year that the company will look at advertising based on being ‘proven effective.’

Speaking previously, Moeller said, “Too many players [are] grading their own homework, too many hidden touches, too many holes, where criminals can rip us off, and unsafe places for our brands to have ads.
“We’re letting our spending talk, buying media from those that comply with the new standards we’re setting, so that we know our ads are experienced by consumers in the most productive and efficient way.”