Procter & Gamble Co. has consolidated most media duties for its North American hair-care business with Dentsu Aegis Network's Carat after a review that also involved Omnicom's Hearts & Science, incumbent on most of the business.
The move shifts a significant piece of P&G's business from the Omnicom shop, created in 2016 in part to service P&G. But H&S remains on the broader P&G North American media roster alongside Carat. Both won their places in an extensive 2015 pitch process for the biggest U.S. ad spender.
The move doesn't include Old Spice hair-care products, which continue to be handled by Wieden & Kennedy as part of a longstanding consolidated creative and media account, says P&G spokeswoman Tressie Rose.
Carat previously handled media for Aussie, but H&S handled the vast majority of North American hair care, including Pantene, Head & Shoulders and Herbal Essences. The assignment covers Canada and Puerto Rico, plus such areas as search and planning not covered by measured media. P&G of late has moved some planning and buying duties in house—particularly for digital and optimizing existing campaigns.