The Clorox Company | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Oakland, CA, Clorox manufactures and markets household cleaners, auto care products, water filtration systems, and other consumer products. Clorox-branded products are sold and produced in countries across the world.
|Main Telephone||(510) 271-7000|
|Main Fax||(510) 832-1463|
The Clorox Company ContactsContacts (5/145)
|Benno D.||Chairman & Chief Executive Officer||CA|
Sample of Associated Brands
|Manjit S.||Chief Information Officer||CA|
|Dawn W.||Executive Vice President & Chief Operating Officer||CA|
|Stephen R.||Executive Vice President & Chief Financial Officer||CA|
|Denise G.||Senior Vice President & Chief Innovation Officer||CA|
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H2 Media Opps: Clorox consolidates creative with FCB, McGarryBowen, Dentsu Aegis
Subject: digital, online, mobile, TV, print, multicultural, Hispanic, sponsorship
Company: Winmo), headquartered in Oakland, Calif., manufactures and markets products in eight categories: Laundry; Home Care; Bags, Wraps & Containers; Charcoal; Cat Litter; Food; Water Filtration; and Natural Personal Care.
Update (4/27): here). FCB, handling the account out of Chicago and San Francisco, is responsible for Glad trash/food protection, and Liquid-Plumr, along with global cleaning brands Clorox and Pine-sol. McGarryBowen is on specialty brands, including Kingsford, Brita, Fresh Step and Burt’s Bees. Dentsu Aegis will handle the KC Masterpiece and Hidden Valley food brands out of its San Fran office because of McGarry’s conflict with Kraft.
Therefore, with new creative on the way, sellers should be on top of securing traditional and digital new campaign ad revenue across these brands. Burt’s Bees is particularly intriguing because its ad investments are going way up this year and beyond (research here).
Female head of household focused sellers, particularly digital readers offering high ROI mobile extensions, should have the edge since Clorox is moving more budget into digital advertising (more below). Media planning and buying AOR OMD wasn’t affected by the review…yet.
Incumbents: DDB was creative AOR for about 20 years, according to the List, SF. Omnicom sibling Critical Mass and WPP’s AKQA also assisted with digital creative.
Raleigh, NC-based Baldwin& handled creative for Burt's Bees, which is expanding globally and expanding further into beauty products (research here).
Below originally published 2/22
Opportunity: Clorox is growing its mobile presence, a move that comes shortly after it announced that 40% of its overall ad budget would be going to digital (more here). And by “growing,” the company means that mobile will comprise the biggest portion of its digital dollars, at least for the foreseeable future. Senior media director Ellen Liu told AdAge that the company does not, however, have a “standalone” mobile strategy, opting rather to have mobile integrated into its marketing, communication and media strategies, and that Clorox is “trying to embrace the utility and value that the channel brings.”
Part of this integrated strategy involves using responsive design for all brand websites that will work on mobile and embracing Google's “micro-moments” to drive mobile views. Per Liu, these “how-to or need-to” views that micro-moments facilitates will “inevitably” lead to search advertising. The final component of the strategy is the integration of mobile with TV buys. For example, Hidden Valley Ranch sponsors Bravo's “Top Chef,” and also the show's online and on-demand extension, “Last Chance Kitchen.” Additionally, Clorox brand Burt's Bees has done marketing with Snapchat and other Clorox brands are likely to follow suit with vertical video for the platform.
This is just the latest in a shift that WinmoEdge has been telling you about for about a year (more AKQA handles Clorox's digital planning and buying and we understand that most digital placements go through AKQA's trading desk.
Clorox Bleach: Spent $72.5 million on measured media in 2014 (and $48.6 million through Q3 2015). Clorox spent $68.3 million on national TV ads for 2015 – up from $50.4 million in 2014. See charts for 2015 channel/show targeting.
Clorox also ran 316 display ads on 2,457 publishers in 2015 (29% mobile). Top ad destinations included: realsimple.com, momtastic.com, marthastewart.com and theoatmeal.com (45% placed site direct). Clorox also ran 125 high impact ads and 46 video ads last year.
Hidden Valley Ranch: Spent $42.1 million on measured media in 2014 (and $29.2 million through Q3 2015). HVR spent $19.3 million on national TV ads in 2015 – the same as 2014. Keep in mind that where sister brand Clorox focuses on Mom-and-Child channels (such as Nickelodeon), HVR's buys target just Moms. See charts for show targeting in 2015.
HVR ran 127 display ads on 1,802 publishers in 2015 (5% mobile). Top ad destinations included: lovetoknow.com, yourdictionary.com, foodnetwork.com and momtastic.com (42% placed site direct). The brand also ran 69 high impact and 10 video ads last year.
Kingsford: Spent $29.1 million on measured media in 2014 (and $22.5 million through Q3 2015). The brand spent $6.4 million on national TV ads in 2015 – down from $8.3 million in 2014. For 2015, the most money was spent to air ads on ESPN, Fox Sports 1 and Univision during shows such as “NBA Basketball,” “NASCAR Racing” and “SportsCenter,” making Kingsford one of the few Clorox brands that counts Males as its primary demographic.
Kingsford ran 102 display ads on 1,826 publishers in 2015 (6% mobile). Top ad destinations included: eater.com, addictinggames.com and mademan.com (24% placed site direct). The brand also ran 85 high imapct ads and 14 video ads.
here) and in 2015 spent $4.4 million on national TV ads in 2015. This was spent to air two ads during shows such as “Dancing With the Stars,” “NCIS: Los Angeles,” “Once Upon a Time” and “Hawaii Five-O” (which I forgot was still a thing).
Burt's ran 156 display ads on 2,173 publishers in 2015 (6% mobile). Top ad destinations included: realsimple.com, dailymakeover.com, cvs.com and target.com (35% placed site direct).
Oakland, CA 94612
Senior Vice President & Chief Marketing Officer
Senior Director, Media
(510) 208-1590 (direct)