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P&G media

This article was originally published in The Tan Sheet

Executive Summary

One-year, cross-platform marketing deal with Viacom Plus includes marketing of P&G brands across 12 Viacom U.S. TV properties, firm says May 31. P&G would like to expand marketing to other Viacom outlets such as radio and outdoor billboard advertising. Deal enables P&G to "leverage and integrate" marketing across Viacom's ad-based resources while giving Viacom a media investment "otherwise unattainable through regular and segmented up-front selling," firms say. P&G estimates "media bundling" agreements will represent 40% of all media deals in coming years
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