The Clorox Company has appointed FCB and mcgarrybowen/Dentsu Aegis Network as its lead creative agencies to represent the brands portfolio of businesses.
The agency selections are a part of the company’s strategic focus on accelerating profitable growth by transforming its brand marketing through digital technology, which addresses the unprecedented connectivity of today’s consumers at various touch-points along their journey to purchase.
“This is a time of tremendous change and enormous digital opportunity. We are delighted to have the opportunity to collaborate with FCB and mcgarrybowen/Dentsu Aegis Network as our two agencies of record. Both agencies have a rich history of building brands that consumers love, developing big ideas and campaigns with coherence across today’s complex communications channels,” commented Eric Reynolds, Chief Marketing Officer, The Clorox Company.
FCB’s San Francisco and Chicago offices will work on the global marketing campaigns of Clorox branded cleaning and laundry products as well as other home care brands, including Pine-Sol cleaners, Poett home care products and Liquid Plumr clog removers. The assignment also includes Glad trash and food protection products globally. The company stated that FCB was selected based on its ‘robust digital marketing capabilities, creative strength, analytics capabilities and strong leadership team’.
“Throughout the review process, there was a clear, shared ambition about what was possible for these brands. Clorox is a gem of a partner, and we are thrilled to now be working with them around the world,” shared Carter Murray, CEO, FCB Worldwide.
“We toss words like team and collaboration around a lot in this business. This win is proof when we take these words to heart, the potential for amazing outcomes increases,” said Susan Credle, Chief Creative Officer, FCB Global.
mcgarrybowen/Dentsu Aegis will handle the Burt’s Bees business as well as the Hidden Valley, KC Masterpiece, Brita, Kingsford and Fresh Step & Scoop Away brands. mcgarrybowen/Dentsu Aegis Network was chosen for ‘its strong track record in building cultural relevance for iconic brands via a “digital-first” marketing mentality’.
FCB and mcgarrybowen/Dentsu Aegis Network will start officially for the company in July of this year.
“Clorox Marketing’s mission is to be the growth engine for our business. Our new agency partners will play an important role in the company’s continued transformation into a brand- building powerhouse in a digital world,” added Mr Reynolds.
