MSQ Partners lands global brief for personal care giant

anusolChurch & Dwight, the company behind personal care brands Arm & Hammer, Pearl Drops, Femfresh and Anusol, has appointed MSQ Partners as its lead creative agency, in what is claimed to be the first review of the group’s marketing account for 18 years.
The activity will be led by The Gate London, which will work on creative and strategy, while Stack and Smarts Communicate are providing specialist digital and social support. The pitch was handled by Creativebrief.
The company can trace its roots back to 1846, when two businesses created by John Dwight of Massachusetts and his brother-in-law, Austin Church of Connecticut, merged. Together they launched the sodium bicarbonate-based Arm & Hammer range of products.
Since 2001, Church & Dwight has built a strong portfolio of market-leading and challenger brands through a number of acquisitions and now has annual revenues of over $3.4bn (£2.4bn). MSQ will act as global lead agency on Pearl Drops, Femfresh and Anusol, and will work across the rest of the portfolio of personal, oral and healthcare brands in a UK or European capacity, including Arm & Hammer, Nair, Stérimar, Orajel, First Response, Pre-Seed). Batiste will continue to be led by BMB.
Church & Dwight marketing director Michael Benson said: “We’re very excited to start working with MSQ to determine the best creative routes for our portfolio of brands. We want to build long-term platforms for each brand globally, as well as in the UK.”
MSQ Partners chief executive Peter Reid added: “Church & Dwight is a dynamic, ambitious company with a fast-growing portfolio of brands.  It is a further validation of the strength of our multi-disciplinary model and we’re thrilled to be chosen as partners.”
The appointment comes just over a week after MSQ was hired by the Canal & River Trust – the charity responsible for more than 2,000 miles of waterways in England & Wales – to drive brand awareness and customer engagement activity.

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