Rhandell Rubio
Aug 1, 2011

SC Johnson splits global creative and media duties between WPP and Omnicom

ASIA-PACIFIC - Household cleaning product manufacturer SC Johnson has selected WPP and Omnicom agencies for its global creative and media accounts, with a strong focus on Asian markets a key part of their remits.

SC Johnson picks BBDO and Ogilvy as global creative agencies, with OMG and Group M to handle media planning duties
SC Johnson picks BBDO and Ogilvy as global creative agencies, with OMG and Group M to handle media planning duties

Draftfcb was the incumbent creative agency, boasting a long standing, 50 year partnership with SC Johnson prior to the new appointments.

WPP-owned Ogilvy & Mather will be tasked with SC Johnson's home fragrance and home cleaning products, including Glade and Pledge.

GroupM (led by Maxus) has won the full media buying account, across regions and brands, and will also take the media planning on these Ogilvy businesses. Ogilvy Action, the shopper marketing arm of the network, will handle all SC Johnson brands for activities such as shopper marketing and customer relationship management.

Ogilvy primarily sent its Asian resources from its Indonesia, China, India and Malaysia offices to pitch for the account.

"It's a wonderful recognition of the strength of OgilvyAction with our leading shopper marketing and activation network," commented John Goodman, Asia-Pacific president of OgilvyAction.

Omnicom agency BBDO will take on the pest control and home storage products of the company, with brands such as Raid and Baygon. It will focus on above-the-line and digital advertising for SC Johnson. 

BBDO confirmed that the creative work in Asia will be primarily done from its Indonesia office, and the regional brief featured Indonesia, China and India as the initial markets for the account, with more expected to be included as work begins to roll out.

It is understood that Omnicom Media Group (OMG) has won the media planning accounts for those businesses, worth an estimated US$150 million in the Asia-Pacific region.

"We are excited to work with BBDO and Ogilvy & Mather. We employed a very rigorous process with specific criteria and both agencies fit best with our specific future needs and opportunities," noted Fisk Johnson, chairman and CEO of SC Johnson.

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