Clorox Co. has consolidated its $500 million-plus U.S. media buying and planning account with Omnicom’s OMD following a review, the company said, giving OMD the digital side of the business previously handled by WPP’s AKQA.
The move takes effect with Clorox's new fiscal year starting in July, with a transition period during the fiscal first quarter. Digital accounts for more than half of Clorox’s media outlay, though portions of digital, including streaming buys on Hulu and elsewhere, were previously handled by OMD, along with other media.
Clorox is a rare marketer whose sales are soaring amid the COVID-19 pandemic and lockdowns. Not only are hard-to-find Clorox Wipes flying off shelves, but so are many of the company's other products and brands, such as bleach, Brita water filters, Pine-Sol, Formula 409, Hidden Valley Ranch and Kingsford Charcoal.
Clorox ad spending was up 14 percent last quarter, nearly keeping pace with its 17 percent organic sales growth. Its stock is up more than 30 percent year to date vs. a 14 percent decline for the S&P 500.