It's a relationship that has stood the test of time and emerged enriched.

US MNC P&G and Viacom Plus, the cross media sales and marketing unit of Viacom have announced the expansion of a cross platform marketing partnership that recently entered the second year. The agreement that includes media and marketing intiatives for P&G brands across all of Viacom's 14 national TV properties inlcuding CBS, UPN, MTV, Nickelodeon and VH1, will now expand to include new Viacom properties that P&G has not previously utilised.

The second year of the deal will focus on taking the deal beyond television, creating and integrating a few key marketing programmes that provide P&G's brands the opportunity to build equity and continuity from television all the way to retail, says P&G.

The unprecedented marketing partnership last year was the first of its kind in the industry, and creates a first time opportunity to build an integrated multicultural programme for its brands, the company says.

MediaVest U.S.A., a media management and broadcast agency of record for P&G since 1984, helped craft both the initial and most recent deal, says an official release.