DDB Wins G-P Review

NEW YORK Georgia-Pacific has selected Omnicom Group’s DDB here to handle creative duties on its bathroom tissue and paper towel brands after a review, the client confirmed today.

Major media spending on those brands, which include Angel Soft and Brawny, last year totaled about $50 million, according to TNS Media Intelligence.

G-P identified the other finalists as Interpublic Group’s Campbell Mithun in Minneapolis, Omnicom Group’s TBWA\Chiat\Day in New York and independent Mother in New York.

Previously, the product lines were split between Publicis Groupe’s Fallon in
Minneapolis (paper towels) and DDB in New York (tissue).

DDB “really knocked it out of the park,” said Rob Lorys, vp, marketing services at G-P in Atlanta. In its pitch, the agency presented a launch campaign and ongoing effort and both will likely be produced, Lorys said. The work will break early next year.

Napkin brands such as Vanity Fair were originally part of the review, but were taken off the table after the company realigned its napkin business with Dixie cups and paper plates under the new grouping of tabletop products, said Lorys.

Independent Eric Mower and Associates in Atlanta handles creative duties on Dixie, while independent The Seiden Group in New York handles napkins on a project basis.

The bulk of last year’s media spend was for Angel Soft and Quilted Northern Tissue—about $38 million—followed by Brawny and Sparkle paper towels (a combined $11 million) and Vanity Fair napkins (about $2 million), per TNS.

The review, which was managed by Wannamaker Associates in Atlanta, did not include media or interactive duties, now at Publicis’ Zenith Media here and Omnicom’s Critical Mass in Toronto, respectively. Also excluded were Hispanic-orientated ad duties, which are handled by independent La Agencia de Orci in Los Angeles.