P&G shifts $2.6B in media assignments to Omnicom & Carat from SMG

Procter & Gamble (P&G) shifted most of its business from Publicis Groupe’s Starcom MediaVest Group (SMG) to two other agencies — Dentsu Aegis Network’s Carat and Omnicom Media Group.

Even though SMG retain some of the brands that are being sold off by P&G, how does this affect the Multicultural / Hispanic portion of the business at Tapestry and SMG?

We have not been able to confirm if they lost the business or retained as of yet.