• by Steve McClellan  @mp_mcclellan, June 21, 2016

Connectivity Agency has been selected as Media AOR for OGX and other haircare lines of Vogue International after a formal review. The incumbent was 22squared which did not defend. 

Clearwater, FL-headquartered Vogue International, which is in the process of being acquired by Johnson & Johnson, spent about $18 million on measured media in 2015, according to Kantar Media. J&J is already on Connectivity’s client roster. 

The Connectivity pitch was led by Account Manager Gina Maker and CEO Sean Halter, and focused on highlighting the agency’s clients that have benefited from the agency’s “National Strength – Localized Approach” to media campaigns. 

Halter said that “with a brand like OGX, the focus is predominantly on helping their customer base understand the features and benefits in a very competitive environment.” 

This year’s campaign for the brand is expected to include a heavy mix of social media with a focus on customer engagement, as well as traditional and digital media. The remaining 2016 campaign is expected to launch in July and run through the end of the year. 

Earlier this month J&J agreed to buy Vogue International for $3.3 billion. The deal is expected to close in the third quarter. 

Connectivity Agency is a full service agency with offices in Tampa and Austin. In addition to J&J, the shop’s client roster includes Pabst Brewing Company, Sonic Automotive, Margaritaville and First Watch restaurants. 

Other Vogue International brands include FX, Proganix, and Maui Moisture. The company’s products are distributed in 38 countries.