Starcom to handle media duties for P&G across Malaysia and Singapore

After a hiatus of 11 years, Starcom is back to managing media planning and buying duties for TV and digital for P&G for the next three years, overseeing 17 brands except SK-ll which remains with MediaCom.

The RFI and RFP procedures lasted a full year, and it is understood that the appointment will take effect on December 1.

Andre Schulten, Chief Financial Officer of P&G

P&G’s CFO Andre Schulten had indicated at the end of July that more than 50% of the company’s advertising is in digital and that it had developed better targeting over both TV and digital.

“Our ability to improve effectiveness of reach and quality of reach is allowing us to drive cost per effective reach down both in digital and in TV,” he said.

As such, he explained, P&G which had been able to deliver significant productivity in recent years, had reinvested that productivity and incremental media spend ahead of sales leverage.

On a separate note, Publicis Groupe, having worked with P&G for more than 50 years, had in 2016, launched PG One, bringing in expertise across various disciplines, including creative and media to help P&G “drive superior communication” with its consumers.

Marc Pritchard, Chief Brand Officer of P&G

As P&G’s Chief Brand Officer Marc Pritchard put it: “We are constructively disrupting in all areas of our business and these partners are leading the way to innovate in advertising and media as we reinvent brand building at P&G.”

Sarah Ko, Executive Creative Director at PG ONE Singapore

PG One Singapore meanwhile got Sarah Ko last April as its new ECD, and who was the former Regional Group Creative Director at Saatchi & Saatchi Singapore.

Sarah brings to P&G Singapore her vast experience having worked on over 20 disciplines/categories within 10 markets in APAC and EMEA as well as stints with Ogilvy Philippines, Lowe and Partners and Havas Worldwide Thailand


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene