UPSTART MARKETER ORANGE GLO SHIFTS ACCOUNT

New Agency Campbell Mithun to Work on New Spring Campaign

By Published on .

A correction has been made in this story. See below for details.

CINCINNATI (AdAge.com) -- Orange Glo International, the upstart marketer of household cleaning products, has awarded its creative and media advertising account to Interpublic Group of Cos.' Campbell Mithun, Minneapolis, without a review.

Billings weren't disclosed, but in a release Campbell Mithun said Orange Glo spent $47.5 million on ads from January through October 2002, according to Taylor Nelson Sofres' CMR. McClain Finlon, Denver, was the incumbent. The account includes the OxiClean, Orange Glo, Orange Clean and Kaboom brands.

Incumbent's latest ads
Campbell Mithun is working on

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new ads to air later this spring. The account shift comes only six weeks after Orange Glo broke a new flight of OxiClean ads from Grossman Productions, Denver, featuring longtime direct-response pitchman Billy Mays, who Orange Glo recently signed to an exclusive deal.

Orange Glo executives did not return calls for comment on their reason for the account move.

Orange Glo has grown rapidly in recent years to a $360 million company, landing in the top 10 of Inc. magazine's top 500 fastest-growing private companies. Though its brands are distributed in stores, it has used direct-response sales to help it out spend such rivals as Clorox Co., Unilever and S.C. Johnson & Son, which have launched products similar to Orange Glo's in the past year.

Mentioned by rivals
Orange Glo's rivals, including Clorox and Procter & Gamble Co.'s Tide with Bleach brand, have taken on the brand with comparison ads in recent months.

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CORRECTION: An earlier version of this story incorrectly reported that McClain Finlon, Denver, created the ads with Billy Mays.

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