The appointment follows a four-month review process led by consultancy GEP. Publicis Groupe’s Zenith was incumbent on the account for nearly two decades. GEP and Publicis Groupe were not available for comment by time of publication.

OMD will be tasked with all traditional and digital media planning and buying in the U.S. across Georgia-Pacific’s consumer brands portfolio, which includes the Angel Soft and Quilted Northern toilet paper brands, Brawny and Sparkle paper towels, Dixie cups and paper plates and Vanity Fair napkins. Georgia-Pacific handles programmatic media buying in-house.

OMD attributed the appointment to its business transformation capabilities, ability to utilize data and leverage first-party data, advanced measurement capabilities, understanding of cross-screen consumption behaviors and approach to aligning brand value to cultural context, according to a statement from the agency.

“Like most in our industry, 2020 has required Georgia-Pacific to fundamentally change how we work,” Georgia-Pacific vp, consumer experience Laura Knebusch said in a statement. “We look forward to partnering with OMD as we transform our media approach to achieve our brand growth objectives.”

The paper good category saw a boost in 2020. Demand has come down since the 200% surge in paper good consumption in the early days of the pandemic when consumers were panic buying. The supply chain has since stabilized, with Georgia-Pacific spokesperson Eric Abercrombie telling the Atlanta Journal-Constitution that sales of paper tissue products remain 10-15% above pre-pandemic levels as of September.

“With its portfolio of trusted consumer brands, Georgia-Pacific is ideally positioned to continue to drive growth in a time of great disruption—and OMD has the people, products and technology to help them make the most of this opportunity,” OMD U.S. president and chief media officer George Manas said in a statement.

Georgia-Pacific spent an estimated $66 million on offline media from July 2019 to June 2020, according to data consultancy COMvergence.

Editor’s note: This article has been updated to reflect different estimated spending numbers.