Dr. Scholl’s brings its media business to OMD USA. The agency won the account in a quick review that began in December 2020, picking up the foot care brand from Dentsu Mcgarrybowen, New York.
The move follows independent agency Joan’s announcement that it had captured the creative side of the account in January, which was also owned by Dentsu Mcgarrybowen.
OMD, like Joan, won the account in a non-consultant review that took place over a few weeks versus the typical process of several months.
“We wanted to balance speed with the right choice of partners, so Joan and OMD were the two agencies we sought out based on personal recommendations,” said Kate Godbout, senior vice president of marketing at Scholl’s Wellness Company, who added that the account had been at Dentsu Mcgarrybowen for about a year. “We tapped into our professional networks and talked to people about the agencies that were on their radars.”
OMD will assess the rapidly changing media landscape for Dr. Scholl’s, spanning linear and connected TV opportunities and online video releases. Digital marketing tasks are outsourced to DuMont Project in Marina del Rey, CA.
“As Dr. Scholl’s enters its 115th year, OMD will bring the full breadth of our modern media capabilities, with a focus on data-driven precision marketing at scale, to deliver business results that will drive the continued brand leadership in its category,” said John Osborn, CEO of OMD USA.
Dr. Scholl’s also considered OMD’s business transformation capabilities, talent, scale, and ability to leverage Omnicom’s Omni platform to increase media efficiency and effectiveness.
OMD took over the more than $400 million Home Depot media account, previously held by Dentsu’s CARAT division, in January.
The impact of Joan and OMD will be felt this spring, with a new ad in time for sandal season. Dentsu Mcgarrybowen’s recent campaigns have focused on the theme “We HEART Feet” with TV spots showcasing all the wonderful things feet can do and the spirit of that message will continue.
