Optimedia is poised to seize the pounds 10 million S.C. Johnson
media planning and buying business out of CIA Media- network after
secret talks with the client.
The account has been with CIA for the past four years, but the agency
was told this week that the business is moving. The household goods
giant is understood to have been talking to Optimedia for some time
about reviewing its media business.
Optimedia has no SCJ business in the UK, although some of its network
offices on the Continent handle SCJ work. In addition, Optimedia’s
affiliated creative agency, FCB, handles the SCJ creative account on a
worldwide basis following global consolidation last year.
The media overhaul coincides with a move by SCJ to review its media
strategy, with plans to concentrate money behind a series of core
activities. It also follows the appointment of Chris Librie as SCJ’s
marketing director at the beginning of last month. Librie, formerly a
European category manager at the company, wouldn’t confirm Optimedia’s
appointment but did admit to talks with the agency.
SCJ’s portfolio of brands includes Glade air fresheners, the Mr Muscle
household cleaning range and Pledge polish. Marketing budgets are
expected to approach pounds 10 million in the coming year.
The UK win could signal further consolidation into Optimedia around
Europe, although decisions will be made market by market.
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