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Church & Dwight

Media | 1 year, 11 months ago


Pitch

PITCH

Media

TargetSUMMARY | About this pitch

After a relationship with WPP’s Maxus that has lasted for about 10 years, Church & Dwight Co., the leading U.S. producer of baking soda and the company behind ARM & HAMMER, Trojan, Nair and Oxi Clean, is reviewing its media agency business.

The baking soda, personal care and household cleaning products giant currently spends more than $200 million a year, according to people familiar with the current review. The company has been spending 12% to 13% of sales on advertising and plans to continue doing so said Jim Craigie, chairman-CEO, at an analyst conference earlier this year.

More than 20% of the company's media budget is allocated to digital platforms, as the company reported at the Consumer Analysts Group of New York meeting in Boca Raton, Fla. Despite the company's digital investment, Craigie, who is set to retire in 2016, indicated at the conference that the digital return is still unclear. "I like digital," he said. "But it's still very unproven what you get in bang for the buck in the digital category."

Client CLIENT | Church & Dwight's Customer Analysis


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