Starcom in Paris is set to receive the consolidated French media planning business of Procter & Gamble, effective October 1.

Worth around $100 million in billings last year, the account has until now been split three ways – Starcom managed those brands whose creative duties are serviced by D’Arcy, while Mediacom and Zenith Media have done likewise for products handled by Grey Worldwide and Saatchi & Saatchi respectively.

The move is believed to be part of a country-by-country (though not the UK) rationalisation of media planning duties across Europe – in most of the continent’s markets, a product’s planning account is currently handled by one of the media siblings of its creative shop.

However, the award does not affect the consumer goods giant’s French media buying business – Starcom continues to handle television duties (accounting for 85% of P&G’s total French media spend), with other media managed by Mediacom.

News source: AdAge Global