A day after confirming that it had selected two agencies to share lead creative agency duties after a review---Interpublic’s FCB and Dentsu Aegis Network’s mcgarrybowen--The Clorox Company detailed the brand assignments to be handled by the shops. The agencies replace DDB, which had done the bulk of the client’s creative work for two decades.
FCB's San Francisco and Chicago offices will work on the global marketing campaigns of Clorox branded cleaning and laundry products as well as other home care brands, including Pine-Sol cleaners, Poett home care products and Liquid Plumr clog removers. The assignment also includes Glad trash and food protection products globally.
Clorox said that FCB was selected “based on its robust digital marketing capabilities, creative strength, analytics capabilities and strong leadership team.”
mcgarrybowen/Dentsu Aegis will handle the Burt's Bees business (previously handled by Baldwin&) as well as the Hidden Valley, KC Masterpiece, Brita, Kingsford and Fresh Step & Scoop Away brands. The household products giant cited mcgarry’s “strong track record in building cultural relevance for iconic brands via a ‘digital-first’ marketing mentality.
Commenting further on the agency selections, company CMO Eric Reynolds stated, "This is a time of tremendous change and enormous digital opportunity. We are delighted to have the opportunity to collaborate with FCB and mcgarrybowen/Dentsu Aegis Network as our two agencies of record. Both agencies have a rich history of building brands that consumers love, developing big ideas and campaigns with coherence across today's complex communications channels."
FCB Global Chief Creative Officer Susan Credle stated: "We toss words like team and collaboration around a lot in this business. This win is proof when we take these words to heart, the potential for amazing outcomes increases.”
The two shops will start officially for the company in July.
Baldwin’s David Baldwin issued this statement: "It's very difficult to navigate 6 CMOs in six years on any business. But after such a long time you develop deep, lasting friendships and we wish our colleagues at Burt’s Bees the very best. We can all be very proud of the innovative work we've done together, including a campaign of the year and 69% sales growth during our tenure. We're leaving the business better than we found it and really, what more can you ask for in this business?"