SC Johnson Consolidates Media Buying With Omnicom's PHD

Spent $214.4 Million on U.S. Measured Media Last Year

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SC Johnson brands include Off, Windex, Pledge, Raid and Ziploc.
SC Johnson brands include Off, Windex, Pledge, Raid and Ziploc.

SC Johnson, the marketer of global brands including Pledge and Ziploc, has consolidated its media buying duties with Omnicom's PHD.

"We are pleased to partner with PHD for global media buying," said Fisk Johnson, chairman and CEO, SC Johnson, in a statement. "After an extensive assessment, we are confident that PHD has the capability and global footprint to help us drive greater efficiencies and reduce complexity."

The move follows a review of SC Johnson media shops PHD and WPP's Maxus. "Earlier this year, in partnership with a third-party consultancy, the company undertook a media buying analysis in nearly a dozen markets globally," the company wrote in the statement.

The packaged-goods giant recently consolidated its global planning business with PHD, business that was previously split between PHD and Maxus. At the time, the company said Maxus would continue to support buying.

"Given our significant business relationship with SC Johnson over the last few years, we thank them for their partnership, and wish them all the very best as they move to a single media agency strategy," said Maxus CEO Steve Williams said in a statement.

SC Johnson spent $214.4 million on domestic measured media in 2014, according to Kantar Media. And it spends at least a couple hundred million abroad, according to a person familiar with the matter.

The media changes follows the Racine, Wisc.-based company's shift toward Omnicom's EnergyBBDO, which picked up brands including Windex and Drano from WPP's Ogilvy & Mather in 2014.

PHD will work with both BBDO and Ogilvy, the company said in its statement, emphasizing that it continues to work with both creative agencies globally.

PHD and Maxus have worked for SC Johnson since 2011, when the company named them to take over media and tapped Ogilvy and BBDO to assume creative duties on its account, which had been handled for more than 50 years by Interpublic's FCB.

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