Church & Dwight’s media review could = creative pitch
EWING, NJ: Trojan parent Church & Dwight Co. is reviewing its media agency business after a decade with the same shop, according to people familiar with the matter.
The New Jersey-based company, which owns brands like Arm & Hammer, Trojan and Oxiclean, has worked with WPP’s Maxus for about 10 years. When Maxus won the business, the company was spending $80 million annually on media, according to Ad Age’s reporting at the time.
Now, the packaged-goods giant is spending over $200 million a year, according to people familiar with the current review.
The company has been spending 12% to 13% of sales on advertising and plans to continue doing so, Jim Craigie, chairman-CEO, said at an analyst conference earlier this year.
More than 20% of the company’s media budget is allocated to digital platforms, the company reported at the Consumer Analysts Group of New York meeting in Boca Raton, Fla. Despite the company’s digital investment, Mr. Craigie, who is set to retire in 2016, indicated at the conference that the digital return is still unclear. “I like digital,” he said. “But it’s still very unproven what you get in bang for the buck in the digital category.”
Perhaps the company is now looking for a partner that can help it finet une its digital investment, and prove the return. It wouldn’t be the first.
Church & Dwight follows an unprecedented number of marketers reviewing their media agency business this year, including Procter & Gamble, Unilever, Coca-Cola,L’Oreal and Sony, among others. A handful have been decided, but ongoing pitches are slated to wrap up in the next couple months.
Maxus and Church & Dwight didn’t immediately respond to a request for comment.