The world's largest marketer of bath tissue and paper towels will consolidate the media buying business for its Georgia-Pacific brands and for its recently acquired Fort James Corp.'s brands at the New York-based media shop, which is jointly owned by Publicis Groupe and Cordiant Communication.
The business was put into review shortly after Georgia-Pacific late last year completed its purchase of Fort James, whose media buying and planning was handled by WPP Group's The Media Edge, New York. Georgia-Pacific's buying and planning were handled by Publicis sibling Fallon Worldwide, New York, which retains some planning duties and continues as the creative agency for Atlanta-based marketer. Media planning for the paper towl brands Brawny and Sparkle and Georgia-Pacific's corporate brand will be managed by Fallon.
The status of the remainder of the media planning duties for the Fort James products has not been determined. Fallon did not participate in the media buying review.
Following the merger, Georgia-Pacific became the world's largest marketer of bath tissue and paper towels. Zenith will handle media buying duties for familiar household items such as Angel Soft, Quilted Northern and Dixie products. -- Richard Linnett
Copyright April 2001, Crain Communications Inc.