3 Georgia-Pacific Units Go Into Play

DALLAS Georgia-Pacific is reviewing creative chores on three of its North American consumer product divisions, the client said.

The Atlanta-based company has sent requests for information to undisclosed agencies, and the selection of semifinalists is expected in February, the client said. Consultancy Wanamaker Associates of Atlanta is conducting the review.

G-P spent $55 million on all U.S. advertising in 2005 and $65 million through October 2006, per Nielsen Monitor-Plus.

The product categories under review are: tissue, represented by Omnicom Group’s DDB in New York; paper towels, represented by Publicis Groupe’s Fallon in Minneapolis; and napkins, represented by the Seiden Group, an independent shop in New York. All of the incumbents will participate in the review, the client said.

Angel Soft, Brawny, Sparkle, Quilted Northern, Quilted Northern Ultra and Vanity Fair are among G-P’s best-known brands.

The review will not include media, ethnic or interactive advertising, nor the Dixie Cups business, the company said.

“It’s been eight years since we conducted a review,” said company representative Anna Umphress. “We’re looking at what is the right combination of agencies for our products.”

Robert Lorys, vp, marketing services, will oversee the review.

G-P is one of the world’s leading manufacturers and marketers of tissue, packaging, paper, pulp, and building products and related chemicals. The company employs approximately 50,000 people at more than 300 locations in North America, South America and Europe.

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