EXCLUSIVE: GroupM agency Maxus has this month started buying media for SC Johnson’s local $18 million media account, after a global realignment in mid 2011.
Creative has changed hands locally from Draftfcb to UrsaClemenger and Ogilvy, while some planning duties have been split between Maxus and PHD.
In August 2011, SC Johnson moved its US$1 billion global media buying account from Interpublic-owned media agency UM to GroupM’s Maxus, with the creative account moving from Interpublic to WPP’s Ogilvy & Mather and Omnicom’s BBDO.
The switch raised a question mark over the Australian account, which had not yet changed hands towards the end of last year.
One source suggested it was not set in stone the Australian account would change hands. But several months after the global review, the local Maxus office has started buying media in Australia and New Zealand.
SC Johnson had not returned calls at the time of writing. The company is renowned for a strict policy of nondisclosure, so all agencies involved declined to comment.
The FMCG giant’s main media spend in Australia was $17.8 million in the 12 months to November 2011, down from $21 million in the prior corresponding period, according to Nielsen. Its products focus largely on cleaning and pest control, and include Bayfresh, Glade, Drano, Mr Muscle, Pledge, Shout, Toilet Duck, Windex, Raid, Baygon and Glo-Coat.
The majority of SC Johnson’s creative work is handled offshore, although AdNews understands some creative is handled locally.
This article first appeared in the 24 February 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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