Clorox Launches a Creative Agency Review After Nearly 20 Years With DDB

Account includes a variety of brands from Glad to Liquid Plumr

The Clorox brand has launched its first creative agency review in almost two decades. That means DDB risks losing the account that allowed it to return to San Francisco in 1996.

Today, a company spokesperson told Adweek Clorox remains in the initial stages of the review and is not yet ready to provide additional details.

DDB San Francisco opened its doors nearly 20 years ago on the strength of the Clorox business, which was valued at $71 million at the time. The account, which had been with Foote, Cone & Belding for more than 70 years, went to DDB after FCB's parent holding company, True North Communications, won the business of chief competitor S.C. Johnson & Son. DDB also won all of Clorox's bleach and home cleaning brands (which had been with Y&R) as the client moved to consolidate its various accounts with a single shop.

Since the win, DDB has created a variety of work for the Clorox company's brands. Its most notable recent work is the 3-year-old "Bleachable Moments," but additional efforts include a brilliantly erotic campaign created for Liquid Plumr in 2013. Another example of DDB's creative efforts was a suggestive, fill-in-the-blank-style out-of-home campaign that ran during the CES tradeshow in Las Vegas in 2013. Clorox has also made moves to improve its standing in the market, including an unexpected appearance at New York Fashion Week in 2014.

In addition to DDB, Clorox currently retains Omnicom's Critical Mass and WPP's AKQA on the digital side, while Baldwin& of North Carolina handles Burt's Bees, which Clorox acquired in 2007. The company did not specify whether it intends to use the review to consolidate creative duties with a single agency partner.