Optimedia ready to take over SCJ work after account rejig

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.

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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