Church & Dwight’s Trojan to Kaplan Thaler

NEW YORK Church & Dwight has confirmed its selection of Publicis Groupe’s The Kaplan Thaler Group as the creative agency for its Trojan condom brand, sources said.

The Princeton, N.J., client, which also markets Arm & Hammer, has handled Trojan advertising in-house. Media spending is estimated at $15 million, according to sources. That would be up from last year’s media spend of $10 million, per Nielsen Monitor-Plus.

New York-based Kaplan Thaler beat MDC Partners’ Cliff Freeman and Partners, also in New York, in a review. MDC’s Margeotes|Fertitta + Partners and Interpublic Group’s Gotham, both New York, were cut in an earlier round, sources said.

Final creative presentations were made in early February.

The agencies either declined comment or could not be reached. Client executives were not available for comment.