Roster Includes Three Interpublic Agencies

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NEW YORK (AdAge.com) -- S.C. Johnson & Son today said it is conducting a review of its $350 million to $400 million global media buying account.

Kelly Semrau, S.C. Johnson's director of global communication and public affairs, said: "As part of a routine business practice, S.C. Johnson is currently evaluating its media buying in some countries. As a privately held company, this evaluation process will remain confidential."

S.C. Johnson's roster of media-buying agencies include three Interpublic Group of Cos. agencies -- Foote Cone & Belding, Initiative Media and Universal McCann.

The Racine, Wis., family-owned company is the maker of brands such as Glade, Pledge, Raid, Windex and Ziploc.

Agency squabble
Advertising Age in November learned that Initiative and FCB had been wrangling over media arrangements for S.C. Johnson, a joint client. Ad Age obtained an internal e-mail, dated Sept. 15, 2003, from FCB detailing some of the internal concerns over the handling of the account and issue related to a planned formation of a joint venture to expand its relationship with the marketer in Asia.

"Why would we get into a global relationship with these folks? Why would we place the SCJ media assignment in that kind of environment," wrote Mark Pacchini, executive vice president and group management director heading the global S.C. Johnson account at FCB.

A spokesman for FCB at the time said differences had been resolved, however.

Initiative handles S.C. Johnson's media buying in the U.S., FCB buys media in some Asian and Latin American markets and Universal McCann has Australia; Dentsu has the responsibility for Japan.

The agencies did not return calls by press time.

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