WPP's Maxus Keeps Church & Dwight Business After Review

Packaged-Goods Giant Spent Just Under $400M on U.S. Measured Media in 2014

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Church & Dwight has decided to continue with WPP's Maxus as its media agency in the U.S., Maxus U.S. CEO Steve Williams said, following the marketer's first competitive media agency review in a decade.

The New Jersey-based company, which owns brands like Arm & Hammer, Trojan and OxiClean, began the review last fall.

When Maxus won the business in 2005, Church & Dwight was spending $80 million annually on media. In 2014, the most recent full year of available spending data, the packaged-goods giant spent just under $400 million on U.S. measured media, according to the Ad Age DataCenter. Among top-spending brands within the product portfolio were OxiClean, with $145.7 million in spending, and Arm & Hammer, which spent $117.6 million.

A Church & Dwight representative did not respond to a request for comment.

The company has been spending 12% to 13% of sales on advertising and plans to continue doing so, Chairman-CEO Jim Craigie said at an analyst conference last year. Mr. Craigie is set to retire this year.

For Maxus, the Church & Dwight win comes at the same time that the shop adds Jet.com. For parent network GroupM, it's an even bigger accomplishment following a successful run during "reviewmageddon" -- a name the industry has adopted to describe the unprecedented number of massive media reviews in 2015.

Maxus sibling MEC won the consolidated L'Oreal business, while another sibling, Mindshare, retained Unilever and added General Mills. Other accounts that went up for review in 2015 include Procter & Gamble, Coca-Cola and Sony, which is still ongoing, among others.

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