P&G taps Carat for Gillette North America media planning

Procter & Gamble has named Carat its communication-planning agency of record for North America Gillette Male Grooming, according to Ad Age. A P&G spokeperson confirmed the deal. The CPG company’s former agency was Publicis Groupe-owned Starcom Mediavest Group (SMG).

According to the spokesperson, SMG will continue to be a P&G media partner both in the US and internationally.

The two companies worked together in 2004 under similar circumstances.

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