• by Steve McClellan  @mp_mcclellan, February 10, 2021

Dr. Scholl’s has shifted U.S. media duties from Dentsu’s mcgarrybowen to OMD following a client-led assessment.

The company spent an estimated $55 million on measured media in 2019, according to Kantar.

The selection follows Dr. Scholl’s appointment of a new creative agency — Joan Creative — earlier this month. McGarrybowen was the incumbent for creative as well.

OMD’s scope of work includes linear media, online video and connected TV. Digital duties were awarded to D2C specialist Dumont Project.

The agency’s ability to leverage Omnicom’s data platform Omni to boost media efficiency and effectiveness was said to weigh heavily in OMD’s favor.

“As Dr. Scholl’s enters its 115th year , OMD will be bringing the full scope of our modern media capabilities — with emphasis on data-driven precision marketing at scale-- to deliver business results that will assure the brand’s continued category leadership,” stated OMD U.S. CEO John Osborn.

Dr. Scholl’s — known for its insoles, foot sprays and other skin treatment products — was acquired by Boston-based equity firm Yellow Wood Partners in 2019 for $585 million.

For OMD, the award is the agency’s second recent win. Last month it won The Home Depot’s estimated $450 media assignment.