SC Johnson calls £200m media review

SC Johnson, the cleaning products company, is conducting a global review of its £200 million media planning and buying account.

Its roster agencies ZenithOptimedia, Initiative Media and Universal McCann will compete for the business. Non-roster networks will not be invited to pitch.

The company is considering consolidating the business into a single network.

ZenithOptimedia handles SC Johnson's £15 million UK media planning and buying account, which divides its spend between brands such as Glade, Pledge, Mr Muscle, Rimblock and Toilet Duck.

The agency's hold on the account dates back to 1997, when Optimedia won the business from CIA.

The account then remained with the merged ZenithOptimedia operation.

Initiative handles SC Johnson's media in the US, FCB in the Asian and Latin American markets and Universal McCann handles Australia.

SC Johnson said that it is holding the review as part of a routine evaluation of its media buying. The review will be run out of the US, where SC Johnson was formed in the late 19th century.

The company, which is still owned by the Johnson family, employs 9,500 people in 70 countries. Around 60 per cent of its business is now outside the US.