Clorox is launching an ad account review that could result in consolidating all of its accounts under one umbrella.
The company spent $523 million (up 4% year-to-year) on ads in its fiscal year 2015 according to the firm’s latest annual report.
The incumbent creative agency is Omnicom's DDB, while WPP's AKQA handles digital and Baldwin& has ad duties for subsidiary Burt's Bees, which bills itself as a marketer of “natural” personal care products.
Both DDB and Baldwin& are participating in this review that is expected to be finished in spring 2016.
It remains to be seen if Clorox will select one agency to oversee its entire portfolio. Though company executives are still interested in more traditional channels, such as TV and print, social media and digital has become a key priority.
The company’s digital spending is expected to be more than 40% of Clorox's total media budget in 2016, up from 30% last year.
Cross-collaboration is important to the brand's advertising initiatives. This summer Clorox launched a promotional partnership with Pixar's Inside Out to support its wipes, cleaners, and bleach products. Among the agencies involved in this multi-faceted project were Ketchum, AKQA, UEG, OMD, Critical Mass, and retail agency TPN.