Clorox expects to stick to its plan of spending around 10 percent of sales on advertising this fiscal year, said Chairman-CEO Benno Dorer on a May 1 earnings call. Global sales should hit around $6.5 billion for the fiscal year, based on company forecasts. With 84 percent of business coming in the U.S., that translates to around $550 million in U.S. ad spending all-in, including agency and production costs. Clorox spent $513.5 million in calendar 2018, according to the Ad Age Datacenter.
“The needs of our businesses and consumers have shifted,” said Clorox Chief Marketing Officer Stacey Grier in a statement. “As a result, we have identified a single media partner to lead us into our future.”
Grier said OMD “presented a proven integrated team solution, a clear transformation, vision and roadmap to deliver” what she called “future-facing talent reflecting the diversity of our consumers and skills required today.” She also praised OMD for its “modern data, technology and workflow,” as well as “thought leadership and innovation to stay ahead of critical changes coming.”
“Transformation is about combining what works today with what you will need for tomorrow,” said OMD USA CEO John Osborn in a statement. “So our approach combined the experience and insights earned over the two-decade OMD/Clorox partnership with next level talent, technology and operational solutions.”
An AKQA spokesperson didn’t immediately respond to a request for comment.
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May 05, 2020 at 01:34AM
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Clorox consolidates U.S. media with OMD, shifting digital duties from AKQA - AdAge.com
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