Ground Zero Wins Waterpik

LOS ANGELES–Ground Zero has been awarded Waterpik Technologies’ $10-15 million creative and media planning account following a three-month review.

The pitch also included finalist Gabriel Diericks Razidlo in Minneapolis, with a third finalist, DDB in Dallas, withdrawing from contention due to a conflict with client Clorox. The account had been with FCB San Francisco for the past 15 years.

“We were looking for somebody a bit smaller, with fresh thinking,” said Stanzi Prell, director of marketing for Waterpik in Fort Collins, Colo. Ground Zero demonstrated “good creative work and very strong strategic thinking to help us grow our business,” she added.

Ground Zero, Los Angeles, will help the company launch roughly 40 new products this year, including a kitchen and food sanitizing system called Aquia in August and a line of wet foot spas.

“Everyone knows us for oral care, but we’re more than that,” said Prell, citing the company’s expansion into the health and wellness categories.

“This is a company that’s got a fantastic brand name, but it’s languishing a bit,” said Ground Zero chairman Jim Smith, adding that Waterpik’s market share does not match up with the strength of the brand.

Media buying duties have yet to be assigned. The review was led by Jones Lundin Beals, Rancho Santa Margarita, Calif.

FCB’s San Francisco office has been beleaguered by a string of client losses in recent months. It is not defending the $400 million AT&T Wireless account, currently in review, although its New York office is. The shop also bid farewell to Microsoft’s $50 million Ultimate TV account and Amazon.com’s $35 million account.