The globe's largest advertiser, Procter & Gamble, confirmed Wednesday it plans to separate its US media planning and buying functions, putting the former out to pitch by five agencies.

Separation of the two media functions on such a scale -- the business is valued at $4 billion (€3.27bn; £2.18bn) annually -- is unprecedented and may signal a global rollout of the schism.

Five shops -- four of them existing P&G agencies -- have been invited to pitch for the glittering prize: Starcom MediaVest (a unit of Publicis Groupe); Mediacom (Grey Global Group);. MPG (the Havas agency that handles P&G media business outside the US); the New York office of Carat, owned by London-headquartered Aegis Group; plus a newcomer to the P&G media scene, Omnicom's Targetbase in Irving, Texas.

According to P&G, the review should be finalized by July. Fait vos jeux!

Data sourced from:; additional content by WARC staff