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.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
January 29, 2015
1:00pm ET/10:00am PT