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P&G, Viacom Forge Marketing PartnershipNEW YORK -- Procter & Gamble Co. and Viacom Plus, the cross-media sales and marketing unit of Viacom, have entered into an unprecedented cross-platform marketing partnership. Representing the largest such deal to date, the agreement encompasses marketing initiatives for P&G brands across 12 Viacom television properties in the United States: CBS Television Network,

P&G, Viacom Forge Marketing Partnership

NEW YORK -- Procter & Gamble Co. and Viacom Plus, the cross-media sales and marketing unit of Viacom, have entered into an unprecedented cross-platform marketing partnership. Representing the largest such deal to date, the agreement encompasses marketing initiatives for P&G brands across 12 Viacom television properties in the United States: CBS Television Network, MTV, MTV2, VH1, Nickelodeon/Nick at Nite, CMT, BET, UPN, TV Land, Paramount Television, King World and Comedy Central.

Cross-platform marketing partnerships offer advertisers "one-stop shopping" to leverage and integrate brand messages across a media company's full range of advertising-based assets. According to industry estimates, cross-platform agreements will represent up to 40% of media buys in coming years.

"This agreement goes well beyond media purchasing to expand opportunities for our brands to strategically leverage Viacom Plus entities. P&G gains greater access to desired programming and significantly increased opportunities for co-marketing programs," said Bob Wehling, global marketing officer, P&G.

MediaVest, U.S.A., was P&G's agency in the deal.

Pepsi Goes To Bat

Pepsi displays in more than 300 Ralphs Grocery Co., Compton, Calif., supermarkets in California let consumers choose which Major League Baseball players should be in the starting lineups at the 2001 All-Star Game in Seattle. Fans can also vote on-line at MLB.com.

"We're thrilled to give our consumers the opportunity to choose the players in this year's game," said Chris Jogle, senior marketing manager of Pepsi Sports Group.

Dedicated radio featuring Cincinnati Reds baseball star Ken Griffey Jr., retail store ads, and point-of-purchase materials are among the ad vehicles being used.