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 Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

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

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...