CHURCH & DWIGHT NAMES NEW CMO

Bruce Flemming Is Veteran of P&G and Johnson & Johnson

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CINCINNATI (AdAge.com) -— Church & Dwight Co. has named Bruce F. Fleming, a veteran Johnson & Johnson marketer and former CEO of BriteSmile tooth-whitening centers, to chief marketing officer.
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Consolidation of functions
The new position marks a consolidation of functions that had been spread among the company’s personal-care and household-products businesses for the marketers of such brands as Arm & Hammer, Trojan, First Response and Arrid, a spokeswoman said.

“We had a household president and a personal-care president, and it’s really after those jobs became vacant that [CEO] Jim Craigie looked out and felt our domestic product groups really should be looked at as one organization,” she said. “He felt we could use someone who could bring that kind of oversight to the business rather than have them in separate buckets.”

Steve Cugine, 43, who had headed the household-products business, has become Mr. Fleming’s counterpart overseeing product development as VP-new products and innovation. Brad Casper, 45, who had headed personal care, became CEO of Henkel’s Dial unit last year.

CEO of BriteSmile
Mr. Fleming, 48, was most recently CEO of BriteSmile, which earlier this month agreed to sell the largest piece of its business, its associated dental-center franchise operation, to Discus Dental and has a pending deal to sell its corporate-owned “whitening spas” to another company, Dental Spas.

After starting his career at Procter & Gamble Co., Mr. Fleming spent 20 years at J&J working on brands such as Reach and Band-Aid. He also served as senior VP-global head of Novartis’ over-the-counter drug businesses.

He brings extensive oral-care experience to bear on a Church & Dwight’s oral-care business, which has been growing through acquisition in recent years, including the core Arm & Hammer brand, Close-Up and Mentadent acquired in 2003 from Unilever, and the Crest SpinBrush business acquired last year from P&G.

Crest name and SpinBrush
As part of the deal with P&G, SpinBrush will retain the Crest name for four years though Church & Dwight will market the product.

Church & Dwight agencies, all in the New York metro area, include Publicis Groupe’s Kaplan Thaler Group and independents Colangelo Synergy Marketing, Ferrara & Co. and the Joey Co. WPP Group’s Maxus Group handles media planning and buying.

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