P&G appoints MediaCom for planning in Japan

The move follows a pitch that also included incumbent Starcom, which operates within Beacon Communications in the Japanese market.

According to a source close to the pitch, the account is worth in the region of US$500 million, although the figure has not been confirmed.

MediaCom also handles digital planning and buying duties for P&G in Japan. The non-digital portion of the business is handled by Dentsu.

Representatives from MediaCom and GroupM were unable to comment on the developments at press time.

P&G faces strong competition in Japan from domestic FMCG giants such as Kao.

P&G also recently called a pitch for the business in Southeast Asia, but has yet to appoint an agency.