Publicis' Razorfish was awarded lead digital responsibilities, including creative, strategy, data and consumer insights, search and social media for Trojan, First Response, Batiste Dry Shampoo, RePhresh and Replens brands. Hearst-owned iCrossing will focus on digital marketing, including creative, strategic planning, technology and content marketing for OxiClean, Oragel, Nair and Vitafusion.
The incumbents on each brand were not immediately clear. Church & Dwight has worked with several agencies on creative, including Colangelo, Ferrara & Co. and Joey Co.
Arm & Hammer was not included in the review, which started this summer. Ferrara & Co. has handled creative for Arm & Hammer in the past and it was not immediately clear if the agency is retaining the business. Representatives from Ferrara & Co. did not respond to inquiry for comment.
Representatives from Church & Dwight declined to comment on the new relationships.
"Marketers today face a heap of challenges as they try to evolve their businesses for modern times, but a constant remains the value of great brands. And in that respect, Church & Dwight is ahead of the game," said Mark Mulhern, president of iCrossing East, in a statement.
Media buying will continue to be handled by WPP's Maxus, which has worked on the account since 2005 and retained the business after a review in January.
In 2015, the consumer packaged goods giant spent about $329 million on total U.S. measured media, down from nearly $388 in 2014, according to the Ad Age Datacenter, which does not include digital. Among top-spending brands within the product portfolio as of 2015 were Arm & Hammer with $120.8 million in measured media spending, and OxiClean, which spent $92.9 million, down from $142.6 million in 2014.
Earlier this year, Bayer also hired Razorfish and iCrossing to handle digital creative, websites and mobile for specific categories within its Consumer Care division following a competitive review. Razorfish was tapped to handle digital creative for Bayer Consumer Care's allergy, skincare and nutritional/gastro categories, while iCrossing won the foot care and analgesics/cough/cold business.