LOS ANGELES S.C. Johnson has launched a roster-only review for its estimated $350 million global broadcast buying business, sources said.
Three incumbents—Interpublic Group's Initiative Media and Universal McCann and Publicis Groupe's Optimedia—received briefs last week from the Racine, Wis.-based marketer of brands such as Pledge, Windex, Ziploc, Glade, Raid and Drano, sources said.
Kelly Semrau, director of global communications and public affairs at S.C. Johnson, said in a statement: "As part of a routine business practice, SCJ is currently evaluating its media buying in some countries. As a privately held company, this evaluation process will remain confidential." Semrau did not elaborate.
The brief says that the advertiser is "evaluating media buying efficiencies globally" (Canada and China are not part of the review) and that the account may be awarded to one shop or split regionally among multiple agencies.
Pitch submissions are due back next month, with a decision due in March. Initiative handles S.C. Johnson in the U.S. and Canada, Optimedia in most of Europe and Universal McCann in China and Australia. Dentsu handles national broadcast buys in Japan and IPG's FCB handles national buying in some Asian and Latin American markets.