Steve’s breakdown: This review is for media planning but not buying. And they are looking to do a consolidation not the opposite.

SEOUL, Korea: Procter & Gamble (P&G) is understood to have called a pitch for its media planning account in Korea, which is predominantly handled by MediaCom and Starcom.

Sources have indicated that P&G is looking to consolidate the business in to a single agency. Representatives from the incumbent agencies were unable to comment on the proceedings, but it is understood that MediaCom currently handles the bulk of the account.

The company’s media buying business is not thought to be affected.

The move follows a realignment by P&G of its media planning and buying accounts in Greater China in April that saw Starcom awarded all media buying duties for the region and MediaCom all haircare media planning.

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