• by Amy Corr  @MediaPostOTL, July 24, 2014

Georgia-Pacific's North American consumer business has added to its roster of agencies. The company selected Cutwater, San Francisco; Deutsch LA; Droga5, New York; and The Martin Agency, Richmond, Virginia, to develop campaigns for six brands. Working with Michael Lee of Madam to develop an initial set of prospects, the company didn't select agencies based on traditional creative pitches but focused instead on specific marketing capabilities each agency could add to the needs of individual brands. Cutwater was awarded Brawny paper towels; Deutsch LA scored Angel Soft bath tissue and Vanity Fair tableware; Droga5 added Quilted Northern bath tissue and Dixie tableware to its list of clients and The Martin Agency was awarded Sparkle paper towels. "Our brands participate in highly competitive categories," said Douwe Bergsma, chief marketing officer, North American consumer business for Georgia-Pacific. "To stand out is very challenging. The new agencies in our roster have proven track records for creative that breaks through today's clutter and delivers positive results for brands." According to Kantar Media, Angel Soft spent $25.2 million on measured media in 2013 and $3.6 million in Q1 of 2014. Brawny spent $6 million on measured media in 2013 and only $51,000 in Q1 of 2014. Quilted Northern spent $25.5 million on measured media in 2013 and $10.8 million in Q1 of 2014. Sparkle spent $8.9 million on measured media in 2013 and $5.7 million in Q1 of 2014.