• by Steve McClellan  @mp_mcclellan, November 13, 2020

Building products and paper goods maker Georgia-Pacific has awarded OMD USA media AOR duties for its consumer brand portfolio after four-month review.  Zenith previously worked on the account.

The scope of work includes all traditional and digital US media planning and buying across the consumer portfolio.

The company spends about $75 million annually on ads promoting its lineup of consumer goods, according to agency tracker COMvergence.

Brands include Angel Soft and Quilted Northern bathroom tissue, Brawny and Sparkle paper towels, Vanity Fair napkins and Dixie cups and paper plates.

"Like most in our industry, 2020 has required Georgia-Pacific to fundamentally change how we work,” the company said in a statement. “For 2021 and beyond, our retail consumer business must continue to serve our loyal consumers and connect with those who tried our brands for the first time this year. We look forward to partnering with OMD as we transform our media approach to achieve our brand growth objectives." 

The award comes following a chaotic time for the household paper products business when demand soared when the pandemic struck as Americans stocked up, creating shortages in-store and online.

While the supply chain has stabilized, demand remains 15% to 20% above pre-pandemic rates.

Moving forward, the company is preparing for category challenges including rapidly adjusting demand messaging to changes in inventory and realigning investment strategies to the COVID-driven accelerated shift to ecommerce channels.