Sun Products picks MindShare


WPP/Group M’s Mindshare has been named media AOR in the U.S. for The Sun Products Corporation, a provider of well-known household  brands including all® and Wisk® detergents and Snuggle® fabric softener. The assignment includes strategic media planning and investment responsibilities for both traditional and digital media for Sun Product’s brand portfolio.

Media services for Sun Products were previously handled by Mindshare on an interim basis following the company’s acquisition of Unilever’s North American fabric care business—a longtime Mindshare client—in 2008. 

“We chose Mindshare because we wanted a long term partnership with a best-in-class agency to address our media needs,” said Sun Products EVP/GM Bill Littlefield.  “We are very familiar with the agency’s work, and after reviewing our existing requirements as well as our anticipated growth, Mindshare was the best choice.”
Media services for Sun Product’s brands will be handled out of Mindshare’s New York office, which is the agency’s North American headquarters.

“This is a welcome and important assignment for Mindshare,” said the agency’s North American Leader, Phil Cowdell.  “Sun Products has a renowned and prominent portfolio of brands and we are excited to be chosen as their partner to build further brand recognition and success across all of North America.”

Mindshare assumes its new responsibilities for Sun Products effective immediately. Creative is handled by Merkley + Partners and Lowe New York –both not impacted by this appointment.