Business
P & G’s advertising to Mediacom

A leading multi national company – Procter & Gamble (P & G) marketer of the popular Brands such as Pantene, Pringles, Head & Shoulders, Ariel, Whisper, Vicks & Oil of Olay to name a few in Sri Lanka have aligned their complete media planning and buying operations with MEDIACOM, the independent media division of Grey WorldWide Sri Lanka, says a press release.

When contacted the team at Trikaya Grey First Serve Advertising Grey WorldWide’s Sri Lanka office was elated at this prestigious win. According to Pankaj Arora, country head of Sri Lankan operations, "only 10% of a Client’s money is spent on production. The larger part of the resources are used for mainstream advertising. It makes sense for the clients to derive best value for these resources, especially in the current situation where every rupee not only has to count, but also work harder’. The Agency On Record (AOR) concept works best where clients have multiple brands & Agencies.

The Media AOR Agency ‘plans’ centrally for all the brands in a client’s portfolio. The advantages it offers are many, especially in terms of the support the smaller Brands get, through consolidated media negotiation with key media houses.

Sensible planning itself can result in substantial savings as the client may need to actually spend lesser on communication to achieve the same marketing objectives.

Grey’s MEDIACOM is well versed with AORs and is probably the only Agency in Sri Lanka to handle 2 MNC AORs. Grey handles the complete Media planning and buying for Glaxo SmithKline which has leading Brands like Panadol, Horlicks, Viva and AquaFresh to name a few in their portfolio. What makes the win so coveted for the Media team is that the MNC clients have stringent parameters for evaluation & demand the highest international standards form the Agency personnel on their business.

Procter & Gamble’s awarding the business to Grey re-affirms the Agency’s ability to manage and add greater value to P&G’s portfolio.


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