LOS ANGELES-Drypers Corp., makers of Drypers Disposable Diapers, has named Suissa Miller its advertising agency, following a search.
The Los Angeles agency prevailed over two other finalists, Grant/Jacoby in Chicago and Hajjar and Partners in Marina del Rey, Calif. There was no incumbent.
Billings are expected to be in the $10-12 million range, even though the company’s previous ad spending has been less than $1 million annually, according to Competitive Media Reporting. Advertising is expected to include national broadcast, print, direct and Internet. The agency’s first efforts are likely to break in the first quarter of 1998, according to sources.
Company officials could not be reached for comment. Agency executives declined to comment.
Suissa Miller is believed to have been selected on the basis of its extensive packaged goods experience with clients such as Jergens.
Principals Bruce Miller and David Suissa are former Procter & Gamble brand managers.
For the past two years, Suissa Miller has handled the Beech-Nut baby food account, which like Drypers is a smaller competitor in its category. Drypers is third in the diaper category, after Kimberly-Clark and Procter & Gamble. It recorded sales of nearly $133 million for the first half of 1997, up from $98 million for the same period last year.
Drypers was looking at Hajjar largely because of agency principal Norman Hajjar’s packaged goods experience. His recent departure from the shop likely reduced its chances of securing the account.
Earlier this year, Drypers introduced a product with a licensing tie-in to the Children’s Television Workshop’s Sesame Street characters.
Drypers was founded in 1988 in Houston under the name Veregon. It is now a publicly traded company, with marketing offices located in Vancouver, Wash. -with Teresa Buyikian