Cincinnati-based consumer goods giant Procter & Gamble (P&G) and Discovery Communications Inc. (DCI) have announced a one-year cross-platform marketing partnership.
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The deal includes integrated marketing initiatives for P&G brands on several of Discovery’s national television properties including: the Discovery Channel, TLC, Animal Planet, the Travel Channel, Discovery Health Channel, Discovery Kids Channel, Discovery Home & Leisure Channel and BBC AMERICA.
“This deal creates yet another opportunity for P&G to establish an integrated programme that builds equity and continuity for our brands,” said Greg Ross, P&G’s director of North America media and marketing. “Our new relationship with DCI will allow P&G brands to build relationships with an important target consumer.”
Bill McGowan, executive VP and general manager, US ad sales and global integrated partnerships, DCI added: “DCI’s partnership with P&G is a perfect match of brands to reach consumers that represent a wide variety of audiences.”
In addition to on-air exposure, the partnership includes sweepstake opportunities, a full range of integrated marketing exposure on discovery.com, Discovery Channel Store tie-ins and product integration. As part of the deal, P&G’s Swiffer brand has formed a strategic partnership with TLC’s TRADING SPACES series, and there will be other customised programme elements across all Discovery Networks as well. P&G will also be involved in Discovery HD Theater TM.
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By GlobalDataThe P&G/Discovery deal was crafted by P&G, MediaVest, a media management and broadcast agency of record for P&G since 1984, and Discovery Solutions, an integrated sales and marketing team. The deal marks the first large-scale partnership for the newly formed Discovery Solutions Group.
