iCrossing, Razorfish Each Win 5 Brands in Church & Dwight’s Digital Review

By Patrick Coffee 

Household goods conglomerate Church & Dwight has concluded a recently launched digital review by assigning its marketing work to iCrossing and Razorfish.

Church & Dwight may not be a well-known name, but the company includes such brands as Arm & Hammer, Aim toothpaste, OxiClean, CloseUp, Nair and Trojan condoms.

Ten of its brands were involved in the review, and we hear that Razorfish won strategy, search, social media and data/consumer insights for Trojan, First Response, Batiste, RePhresh and Replens. iCrossing (which is part of Hearst Media) reportedly won similar responsibilities on Oxiclean, VitaFusion, Li’l Critters, Nair and Oragel.

It is not clear why the work has been divided in such a way or whether the better-known Arm & Hammer brand was among those considered in the review.

A Razorfish spokesperson gave us this statement:

“Church & Dwight is a leader across each of their brand categories, and their strategy perfectly aligns with our mission at Razorfish: to reach and engage today’s empowered consumers where ever they are. The team at Church & Dwight realizes the value of making consumer insights and data the centerpiece of all marketing programs, and we are incredibly excited to partner with these iconic brands.”

iCrossing East president Mark Mulhern said:

“Marketers today face a heap of challenges as they try to evolve their businesses for modern times, but a constant remains the value of great brands. And in that respect, Church & Dwight is ahead of the game. From the beginning of this process, it was clear we had a shared appreciation for work that is as effective as it is innovative. This is the standard for marketers today, and we look forward to helping these brands meet their business goals for the future.”

WPP’s Maxus, which has been Church & Dwight’s media agency of record since 2005, retained the business in a review that ended this January.

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