"We decided to go with a blend of agencies to give us more flexibility in making direct and traditional advertising," said Kirsten Nordstrom, marketing director.
"Their competitive pressures have forced them to return to their direct-marketing approach," a spokeswoman for Campbell Mithun said. "We are continuing to work with them and we are considered still a part of their team, but there isn't any work in production. Right now it's mostly in an adviser role."
Orange Glo spent $27 million in measured media in 2002 and $16.5 million through June 2003, according to TNS Media Intelligence/CMR.
Campbell-Mithun had done both conventional and direct-response TV advertising for the Orange Glo and Orange Clean brands since winning the business in February. But Boulder, Colo.-based Orange Glo had continued to work with other shops on a project basis, such as direct-response specialist Respond2, Portland, Ore., for its bigger and better-known OxiClean brand and newer Kaboom! liquid cleaner.