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Seeking a fresh approach to its core brands, Georgia-Pacific has hired four new agencies after an unconventional review.
Joining G-P's creative roster are Droga5, which will handle Quilted Northern and Dixie; Deutsch LA, for Angel Soft and Vanity Fair; The Martin Agency, for Sparkle; and Cutwater, for Brawny.
Previously, those brands, which collectively spend nearly $90 million in media annually, were handled by DDB and Eric Mower + Associates. The shifts leave those shops without any assignments.
The top spenders in media are bath tissue brands Quilted Northern and Angel Soft, which each spent about $25 million last year, according to Kantar Media.
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