S.C. Johnson Will Stage Massive Review And That’s Not Merry News For Some

Wow, talk about a Christmas Eve news drop. And George Parker had been suggesting it would happen for a while.
Lewis Lazare of the Chicago Sun-Times reports more:

S.C. Johnson has dropped a huge bomb. The Racine, Wis.-based global giant in home care is putting the advertising accounts for its entire global portfolio of brands into review — business potentially worth hundreds and hundreds of millions of dollars to the agency or agencies that wind up winning the business. Chicago-based R3:JLB will assist S.C. Johnson in selecting the agencies to compete in the review.
A S.C. Johnson spokeswoman said the agency review is all about improving the company’s marketing services capabilities and will encompass all aspects of the company’s global marketing needs, including advertising, digital/Internet, shopper marketing, promotions, direct marketing and media buying and planning.
S.C. Johnson’s decision to put its entire portfolio of brands into review could spell disaster for DraftFCB/Chicago, which, dating back as far as 1953, has handled advertising for a large number of S.C. Johnson brands. Other agencies S.C. Johnson works with include RG/A, Ogilvy and Mullen. The S.C. Johnson spokeswoman indicated incumbents will be invited to participate in the review.

It’s gonna be a rough Christmas break for lots of people as they try to make sense of this announcement. Beyond the obvious implications for the agencies involved, we’re talking about a very traditional packaged goods conglomerate with products nearly everyone uses. Lots of other big marketers, media companies, and retailers will be watching with curiosity.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.