All Detergent Chooses DDB New York as Its Creative Agency of Record After a Review

Incumbent Merkley+Partners will remain digital AOR

The brand's last agency review was in 2009.
YouTube: All Laundry Detergent

All laundry detergent has chosen DDB New York as its creative and strategic agency of record after a competitive review that launched in December 2016.

“We are excited to welcome DDB to our family of agencies,” said Bridgette Miller, vp of marketing for the brand. “DDB brings great energy, experience and creative insight as we continue to bring our brand positioning to life and focus on households with kids.”

DDB will lead advertising efforts for the entire All suite of products, which includes various detergents, fabric softeners and “pacs,” powdered detergent packets.

All’s last review was in 2009, with another Omnicom agency, Merkley+Partners, winning creative work for the brand. The incumbent will continue to serve as digital agency of record following this review.

Unilever sold All’s parent company, Sun Products, to Vestar Capital Partners in 2008 for an estimated $1.08 billion in cash. Ownership of the brand changed hands again late last year when German consumer goods giant Henkel AG acquired Sun (which also owns brands like Wisk, Snuggle and Surf) for $3.6 billion dollars including debt. The deal made Henkel the No. 2 company in the North American laundry care market, trailing only P&G.

Tide and Gain remain the best-selling detergent brands in the U.S. by a significant margin, but All is eager to increase its market share. According to the latest numbers from Kantar Media, the brand spent approximately $43 million on measured media from January 2016 o November 2016. That total is more than twice what it spent the previous year.

Spokespeople for the client and the agency declined to elaborate on the review. It is not clear at this time how many agencies pitched for the business or which shops made it to the final rounds.

The biggest news out of DDB New York so far this year has been a January round of promotions and new hires that saw the office name two new managing partners as well as its first chief marketing and creative technology officers.