BOSTON BBDO in Atlanta said it has added Georgia-Pacific's Gypsum division following a review.
The residential marketing assignment covers integrated business-to-consumer efforts. Gypsum typically spends $5 million annually in measured media, per Nielsen Monitor-Plus.
"As we look to grow in this sector, BBDO Atlanta was a good fit with their broad resources and capabilities, great depth and advanced strategic thinking," said Ron Dickson, the client's director of marketing.
Gypsum supplies building products to retailers. Brands include DensArmor Plus, DensGlass Gold and ToughRock.
The BBDO outpost has gained momentum in recent months, picking up the ad account of outdoor outfitter REI and winning a gold Effie prize for Alliance Theatre.
Gypsum has recently worked with LKM in Charlotte, N.C., on its advertising. Other contenders in the review were not disclosed.