DDB Picks Up Georgia-Pacific's Paper-Towel Business

Marketer Shifts $60 Million Account From Fallon in Consolidation Effort

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BATAVIA, Ohio (AdAge.com) -- Georgia-Pacific Corp. has consolidated its $60 million toilet-paper and paper-towel advertising account with Omnicom Group's DDB Worldwide, New York, leaving paper-towel incumbent Fallon with a newly awarded Cannes Lion in hand but no client to share it with.
G-P's Brawny and Sparkle brands will now be handled by DDB.
G-P's Brawny and Sparkle brands will now be handled by DDB.

DDB was the incumbent on the toilet-paper brands of the Koch Industries unit, including Quilted Northern and Angel Soft. The consolidation means it picks up the Brawny and Sparkle paper-towel brands as well.

Independent Eric Mower and Associates, Atlanta, continues to handle the $15 million Dixie account, which was not subject to the review.

Fallon didn't defend
Publicis Groupe's Fallon, apparently, did not defend the account in the six-month review, which also included independent Mother, New York; DDB's Omnicom sibling TBWA/Chiat/Day, New York; and Interpublic Group of Cos.' Campbell-Mithun, Minneapolis, according to Georgia-Pacific.

"DDB is a world-class organization that has the depth of talent, creativity and resources to help Georgia-Pacific in its ambitious growth objectives for the future," Sean Fallmann, president of the marketer's North American Consumer Business, said in a statement.

Ironically, earlier this week Fallon received a Cyber Silver Lion for its work on "Brawny Academy," an online-only reality series featuring an actor playing the Brawny Man who seeks to reform men found lacking by their women-folk in manly skills and social graces. The effort also had been honored with an Effie award earlier this month.

Wanted more viewers
But both Fallon and G-P executives conceded in interviews last year that while the series produced a marked improvement in brand image among women who watched it, not as many women watched as they'd hoped.

Brawny also lost share and, arguably, it's No. 2 position in the $2.3 billion paper towel category to Kimberly-Clark Corp.'s Viva in the past year. K-C claims Viva passed Brawny and G-P's Sparkle in the past year for the No. 2 position in the category in the first quarter, based on ACNielsen data.

According to Information Resources Inc., Brawny lost 1.4 share points to Kimberly-Clark Corp.'s Viva in the 52 weeks ended May 20.