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Maxus Scores Again, Retaining Church & Dwight

Jet.com also selected the WPP agency this week

Church & Dwight's brands include Arm & Hammer baking soda. Arm & Hammer

One day after adding Jet.com's $80 million media business, Maxus has notched another victory, confirming that it has retained Church & Dwight's U.S. assignment following a review that began in the fall.

Maxus has worked on the Church & Dwight account for more than a decade. The client's spending on U.S. ads approaches $400 million annually.

The client called the review last fall, a late rider on the wave of notable media searches conducted in 2015. Other contenders were never identified. This marked the first time Maxus faced a challenge on the business since it won the account in 2005.

Coincidentally, many of Church & Dwight's packaged-goods offerings—ranging from Arm & Hammer baking soda to Trojan condoms—can be purchased at discount prices by subscribers of Jet.com. Maxus added the e-commerce startup to its roster Thursday, succeeding Ocean Media on the assignment.

For Maxus, a unit of WPP's GroupM division, prevailing with Church & Dwight and Jet.com should soften the blow of SC Johnson's decision last year to bundle its nearly $1 billion global account at Omnicom's PHD. Previously, that work had been split between PHD (for digital advertising) and Maxus (for traditional media).

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