P&G confirmed this week that its North American communication planning for Gillette Male Grooming has been moved from Starcom Mediavest Group to Carat.

The transition of the account started in September of this year, Martha Depenbrock, external relations, P&G, told MiC.

‘SMG continues to be a valued P&G partner in all facets of media, however at this time we believe Carat is better fit for the needs of the business,’ she said.

The communications planning account includes media and other promotions, such as trade marketing.