P&G GOES WITH ONE TV MEDIA BUYING AGENCY
By Adnews Staff
Procter & Gamble of Toronto has given its TV media buying assignment to Bensimon Byrne/DMB&B of Toronto effective Jan. 1. The agency won the $67.3 million business after a competition with other P&G roster agencies, Leo Burnett Co. and Grey Advertising, both of Toronto. The agency was chosen because it "had the tools and systems that would enable our brands to meet their future media objectives most effectively and efficiently, public affairs manager Janice Mandel says in a release. Previously both Bensimon Byrne/DMB&B and Leo Burnett handled TV media buying for P&G. The company decided to consolidate the account with one agency to give it more flexibililty in TV media planning and buying. In the U.S., P&G handed its $1.2 billion(US) TV media buying account to TeleVest of New York late last month.