How to Make Your $100 Million Go Farther

Carnival Corp said today they are consolidating their media buying in North America and the UK for seven of their ten brands. Omnicom’s PHD currently handles two brands, and five more will now be consolidated into PHD’s coordination and buying in the two regions.

Currently six agencies handle the buying for the seven brands. After and extensive review and analysis, PHD was chosen to coordinate the media purchases, which last year for the seven brands totaled $116 million. The consolidation is expected to result in a multi-million-dollar savings.

The complete story appeared in the May 24 edition of Cruise News Daily.