Accounts in Review: PHD Becomes a Leading Player on SC Johnson

In Monopoly parlance, PHD now has a "hotel" on SC Johnson.

Through a series moves dating back to 2011, PHD is now SCJ's lead shop for media planning and buying around the world, where the company spends an estimated $1 billion in media. The agency, which started as a digital media buyer for SC Johnson, added global media planning in January, and then this week traditional media buying. In the process, PHD supplanted Maxus as the company's media horse. Exceedingly well played.

Royal Caribbean, meanwhile, has found a new lead creative shop (Mullen Lowe) to replace longtime incumbent JWT. Next up: picking a media shop, which should happen by early next month.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

SC Johnson: Global Media

Media spend: $1 billion
Incumbent: Maxus (traditional), PHD (digital)
Contenders: Incumbents
Consultant: Ebiquity
Awarded to PHD

3

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbents, others to be determined
Completion: December

4

Coty: Global Media

Media spend: $600 million
Incumbents: OMD, Havas Media, Zenith Media
Contenders: Havas, Zenith, possibly others
Completion: June

5

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas, led by FCB, Leo Burnett and Havas Worldwide, respectively
Completion: May

6

Citi: Global Media

Media spend: $450 million
Incumbents: MEC, Starcom, Razorfish
Contenders: Incumbents
Consultant: Roth Observatory International
Completion: July

7

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Carat
Completion: July

8

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

9

Marshalls: Creative

Media spend: $95 million
Incumbent: GSD&M
Contenders: Handful of undisclosed shops
Consultant: Pile + Co.
Completion: May

10

CVS: Media

Media spend: $85 million
Incumbent: Mindshare
Contenders: Incumbent, others to be determined
Consultant: Pile + Co.
Completion: July

11

Royal Caribbean: Creative

Media spend: $80 million
Incumbent: JWT
Contenders: Droga5, Deutsch, Mullen Lowe, 22squared
Awarded to Mullen Lowe

12

Humana: Creative

Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June

13

New York Life: Creative

Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Consultant: Roth Observatory International
Completion: June