Sun Products Shines on Mindshare

Sun Products, marketer of detergent brands All and Wisk, among other household goods, has awarded WPP Group’s Mindshare media chores after a review, the client has confirmed.

The client spent about $60 million on measured media last year, according to Nielsen.

The assignment includes strategic media planning and investment responsibilities for both traditional and digital media for Sun Product’s brand portfolio.

Omnicom’s PHD also participated in the review, per sources.

Media services for Sun Products were previously handled by Mindshare on an interim basis following the company’s acquisition of Unilever’s North American fabric care business — a longtime Mindshare client — in 2008.

Commenting on the award, Sun Products evp, gm Bill Littlefield said, “We chose Mindshare because we wanted a long-term partnership with a best-in-class agency to address our media needs. We are very familiar with the agency’s work, and after reviewing our existing requirements as well as our anticipated growth, Mindshare was the best choice.”

Sun Products, based in Wilton, Conn., distributes laundry detergent, fabric softeners and other household products. Additional brands include Surf and Sunlight. The company claims annual sales of more than $2 billion.

Creative duties, handled by Merkley + Partners and Lowe, both in New York, were not part of the review.