Currently with Interpublic’s DraftFCB and Initiative, SC Johnson is preparing for a review its $1 billion global advertising and marketing account as it prepares to issue an ROI early next year. The review covers the global creative now handled by DraftFCB; buying and planning now handled by Initiative and Naked in the U.S., as well as digital, direct, shopper and promotion marketing handled by Interpublic and non-Interpublic shops, reports AdAge and the Chicago Sun-Times. The review is open to all incumbent agencies.
The company spent $413 million on measured media in the U.S. last year according to Kantar Media, and tallied an estimated $529 million in total marketing spending by AdAge estimates. Its established business in Western Europe, combined with a rapidly growing Asian business, could put its global biz over $1 billion.
SCJ said in a statement it hadn’t reviewed its agency relationships in many years and is “looking to be as competitive as possible and do right by our brands. The review will focus on agencies that have a global knowledge and network, align with the company’s values and have a track record of building successful global brands.”
The review follows management shakeups both at SCJ and DraftFCB. The agency’s former North American president, Mark Modesto, long a key player in a relationship with SCJ that has spanned more than five decades, left in August.
