Sunstar Americas is appointing Doner as AOR for its Gum dental products division following a formal review.
The review was led by the Sunstar's new CMO Tracy Nunziata, who recently joined the company from Bayer to lead a more customer-centric approach to Gum’s marketing.
Previously, the company mostly handled marketing internally, and worked with Addison, TX-based 31,000ft for TV/broadcast planning while KWG was responsible for media buying.
Now, the MDC Partners-owned agency will oversee strategy and creative across consumer, professional and shopper marketing, in addition to managing media planning and buying for the entire Gum portfolio, which include Soft-Picks, toothbrushes, toothpaste, dental floss, mouthwashes and rinses.
The first work from Doner will launch during the Summer of 2018. Gum's advertising budget was $17,000 during Q1 2018 and $974,000 for the full 2017, according to Kantar Media.
“This is a rare opportunity to put our full range of services behind building a brand through the entire customer journey," says David DeMuth, CEO and President of Doner.