Cleaning colossus Clorox has consolidated U.S. media buying and planning responsibilities with Omnicom’s OMD.
The move follows Clorox’s rebrand earlier this year. Last month, the brand also urged consumers not to inject or consume bleach in the wake of statements made by President Trump in a White House news conference. In 2016, Clorox selected FCB and mcgarrybowen as its new agencies of record following a review, which ended a 20-year relationship with DDB.
OMD has worked with Clorox on its traditional media planning and buying since its formation nearly two decades ago, with Omnicom’s relationship pre-dating the formation of the media agency. AKQA previously handled digital media buying and planning for the client. As of publication, the agency had not responded to a request for comment.
“The needs of our businesses and consumers have shifted; as a result, we have identified a single media partner to lead us into our future. That partner will be OMD as our agency of record for the U.S.,” Clorox CMO Stacey Grier confirmed in a statement.
She explained that “OMD presented a proven integrated team solution, a clear transformation vision,” a roadmap to deliver “future-facing talent reflecting the diversity of our consumers and skills required today,” consumer-centric solutions via “modern data, technology and workflow” and “thought leadership and innovation to stay ahead of critical changes coming.”
“We are very grateful to AKQA for their valuable contribution to our business and leading us on our digital media journey. They have helped make us better and created a foundation for our digital future,” she added.
Clorox will also be transitioning its media planning and investment business within the next three months.
“Our approach combined the experience and insights earned over the two-decade OMD/Clorox partnership with next-level talent, technology and operational solutions to fuel the path forward,” OMD USA CEO John Osborn added in a statement.
Clorox spent just under $218 million on media in the U.S. last year, down from nearly $227 million in 2018, according to Kantar Media.
OMD hired Shreya Kushari from Digitas as chief client officer back in March. The agency picked up a number of new accounts last year, including the NFL, en route to being named Adweek’s Global Media Agency of the Year. OMD also led the pitch for OMG’s bespoke OMG23 media unit for Disney, which concluded with Disney awarding OMG23 the North America movie studio’s account and the majority of its media channels in North America.