The parent company of cleaning brand Vileda has picked Jungle Media as its new media agency of record for all its brands.

Jungle will begin work on Freudenberg Home and Cleaning Solutions’ national account, which will include a mix of traditional and digital media as it goes against competitors such as P&G’s Swiffer line.

Danick Archambault, VP and media director of Jungle Media in Quebec, told MiC that Freudenberg’s media investment strategy has evolved over the years from focusing on television to incorporating far more digital and social buys.

However, the company has kept some of its strategic fingers in television through sponsorships. The brand has partnered with a number of Canadian titles on HGTV Canada, including multiple seasons of Bryan, Inc. and Holmes & Holmes.

Previously, Freudenberg’s media portfolio was handled by Carat, which held the account for more than 13 years.