Major hygiene company SCA consolidates with ZenithOptimedia, BBDO and Publicis

According to a release by SCA, the company has made the move in the interest of building strong global brands and increased efficiency. 

Following global pitches conducted in the first half of this year, ZenithOptimedia was appointed its new global media agency partner across all brands in 46 market including Malaysia, France, Germany, the UK, Mexico and the US and will start work on Jan. 1, 2014. The account will be coordinated from ZO's headquarters in London. 

BBDO will be responsible for incontinence care (Tena brand); feminine care brands including Libresse and Bodyform; and Beauty Care (Demak'Up) globally. Publicis will take charge of TCA's tissue brands, which include Lotus and Tempo, and its baby care brands, such as Libero and Drypers.

SCA has brands that are present in more than 100 markets worldwide and is the world's third largest supplier of consumer tissue and away-from-home tissue. 

Prior to this appointment, agencies that are understood to have worked with SCA in markets around the world include TBWA, UM, PHD and Starcom MediaVest. 

“It is important for us to work with excellent agencies which have both a strong presence in SCA’s key markets and a clear understanding of our business challenges and categories," Ralf Rau, SCA's global director media and advertising, said in a statement.