All Detergent Names DDB as Agency of Record

By Erik Oster 

Detergent brand All selected DDB as its agency of record, following a review launched in December.

Going forward, DDB will lead advertising initiatives for the full range of All products. Incumbent Merkley+Partners, who took over creative duties for BBH following a review in 2009, will still handle digital AOR duties for the brand.

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

Ownership of All’s parent corporation, Sun Products, has bounced around in recent years. Sun Products was sold to Vestar Capital Partners for around $1.08 billion and then again to Germany’s Henkel AG last year, for approximately $3.6 billion.

According to Kantar Media, All spent around $43 million on measured media in the first 10 months of 2016.

Merkley+Partners work for the client included a 2015 campaign tied to the release of The Peanuts Movie. A spokesperson for that agency did not respond to an email regarding the review.

On a network-wide level, this win makes up—in part—for DDB San Francisco’s loss of Clorox last year. But Clorox spends about five times as much on marketing each year as All.