Introduction
Introduction
Introduction
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Media Buying: P&G - Case History 1998<br />
Background<br />
Agency submitted pitch in 97 to improve on P&G’s media buy in Shanghai by<br />
handling a total media buy for all P&G brands. Until then that was handled by<br />
Zenith.<br />
Main Idea<br />
We offered better discounts for all slots and included qualitative aspects such as<br />
spot positioning and category protection. We offered 1 st 3/last3 spot scheduling<br />
without paying the customary 20% increase. Category protection was new tactic<br />
for China and the stations had to be educated on this.
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