Procter & Gamble has awarded the majority of its North American hair care accounts to Carat after a review, according to a report published by Ad Age.

Carat, who already looks after the Aussie brand for the region, is picking up Pantene, Head & Shoulders and Herbal Essences, which were previously handled by Omnicom’s Hearts & Science. The US FMCG manufacturer is said to have spent some US$261 million on measured media for its hair care brands in 2017 – some 10 percent of its overall budget.

Carat’s win will see it take approximately a quarter of P&G’s business, up from the 15 percent it was awarded following a pitch in 2015. The hair care review was part of a wider reassessment of P&G’s marketing model.