£3M Orange Glo advertising business put up for grabs

Household cleaning specialist Orange Glo is seeking an agency for its £3m advertising account following the end of its contract with Euro RSCG London.

Orange Glo will not stay with Euro RSCG London, which counts rival company Reckitt Benckiser among its global clients. Orange Glo handed the account to Partners BDDH last year, before that agency merged with Havas sister agency Euro RSCG Wnek Gosper (MW May 1, 2003).

At the time, Orange Glo said it was keen to stay within the Havas network should it leave Partners BDDH, although this is no longer expected to be an issue. Since Partners BDDH’s appointment, Orange Glo has lost marketing director Mark Jaffe (MW October 30, 2003). Managing director Linda Appel Lipsius has since led the marketing team.

One industry source says the company is searching for a smaller agency than Partners BDDH, which only created a single ad campaign for Orange Glo – to support the OxiClean stain remover brand – before its merger. Orange Glo faces an uphill battle in the highly competitive household goods market against rivals such as Procter & Gamble and Reckitt Benckiser. Orange Glo launches a bathroom-cleaning brand called Kaboom in the UK this month (MW January 15).

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