Universal McCann Wins Clorox Digital Business

  |  June 10, 2011   |  Comments

Win for UM in San Francisco includes Green Works, Pine-Sol, Kingsford, and other brands

Clorox has given U.S. digital media duties to Interpublic-owned Universal McCann.

Among Clorox's brands are its eponymous bleach and cleaning products, its related Green Works products, Pine-Sol cleaners, Fresh Step cat litter, Kingsford charcoal, Brita filters, Glad bags, and others. In 2010, Kantar Media estimates the company spent $3.8 million on Internet display media for Clorox, $4.4 million for Kingsford, and $769,000 for Green Works. 

The company's digital strategy often blends big-reach buys with custom sponsorships. Last month, It became one of the first brands to offer Facebook Credits in exchange for video ad views as part of a new program. It also recently signed on as the first sponsor of Federated Media Publishing's DailyBuzz Moms, which offers content for moms. Hidden Valley was the first of its brands to show up there.

Clorox is based in Oakland, CA. Universal McCann will handle the business out of its San Francisco office, led by Greg Pomaro, UM SVP, client business partner. Its fiscal year 2010 revenues were $5.2 billion.

The company is going to greater lengths to emphasize its eco-lifestyle credentials. This week it detailed plans for a mobile app and website that lets consumers access product ingredient information from their phones while they shop. Smart phone owners with the app installed will be able to scan a product UPC code to see an ingredient list.

 

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...