IPG nets SC Johnson's £200m global media

SC Johnson, the family-owned cleaning products firm, has consolidated its £200 million global broadcast media planning and buying account into Interpublic.

The move results in Universal McCann capturing SC Johnson's European planning and buying account from ZenithOptimedia.

ZenithOptimedia will lose the £12 million UK business to Universal. The agency's hold on the account dates back to 1997, when Optimedia won it from CIA.

In the US, there is no change, with Initiative, Universal's IPG sister agency, retaining the business. Universal will continue to handle the account in parts of Asia and Australia.

The review was led from the US and was called in January. It involved only the roster agencies Initiative, Universal and ZenithOptimedia.

SC Johnson, which owns brands including Mr Muscle, Toilet Duck and Vanish, said in January that the review was "routine business practice".

Agency sources said that SC Johnson was looking to make savings and that it saw the consolidation into Interpublic as a way of doing this.

The European account is expected to move gradually to Universal over the course of the next six months.

SC Johnson's recent UK media activity includes a deal with Mr Muscle MultiTask to sponsor the ITV reality show Moving Day. SC Johnson's creative agency FCB London, which is unaffected by the review, handled the credits.

The company is based in Wisconsin and regularly pushes its family ownership, even using members of the family in its US advertising.

Two years ago, SC Johnson expanded with the purchase of DiverseyLever, Unilever's commercial cleaning business, for £1 billion.

The loss continues a period of misfortune for ZenithOptimedia in the UK, which has recently lost its £22 million Entertainment Film Distributors account to MediaCom and faces reviews of its MG Rover and Carlsberg accounts.

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