SC Johnson splits with Draftfcb after 50 years
Global - SC Johnson has ended its fifty-year relationship with Draftfcb, splitting its global creative account between BBDO and Ogilvy & Mather, following a review.
As per the new arrangement, BBDO will support Pest Control and Home Storage while Ogilvy & Mather will be responsible for Home Fragrance and Home Cleaning businesses for the major. The duties cover range from traditional advertising to digital, CRM, shopper marketing, direct marketing and media planning and buying.
Both the agencies will service the SC Johnson business from their Chicago offices.
It is known that WPP's Group M's Maxus has been appointed to handle global media buying for all categories and brands assigned to Ogilvy. However, SC Johnson did not reveal the media agency from the Omnicom group to support BBDO, though it is believed that Omnicom Media Group may work on media through EnergyBBDO.
"We are excited to work with BBDO and Ogilvy & Mather," said Fisk Johnson, Chairman and CEO, SC Johnson.
"We employed a very rigorous process with very specific criteria and both agencies fit best with our specific future needs and opportunities. It was a very difficult decision and we truly value the many contributions the Draftfcb team has made to the success of our business over a long-standing partnership."
When contacted by Marketing on the impact of the loss on its APAC ops, Draftfcb declined to comment, citing an official statement that read the agency is looking forward to its future after the SC Johnson decision.Draftfcb recently shut its Singapore office after a bumpy ride for few years in a row, with the agency shifting focus to China and India ops.
The official statement further added that with the vast majority of Draftfcb's clients, the agency has continued to win incremental assignments from companies that have recognised the value its fully integrated model can add to their business.
"That is a primary reason why Beiersdorf became the agency's largest client when it chose Draftfcb to act as its sole lead agency globally last November; it awarded the agency its entire brand portfolio including the blockbuster Nivea brand, behind which it is now investing more than US$1.4 billion in marketing support this year," Draftfcb's CEO and president Laurence Boschetto, said.
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