Source: Adweek
American cosmetics giant Revlon has consolidated its global advertising business with WPP, naming Grey as its creative agency of record while retaining MediaCom for media planning and buying duties around the world.
There was no formal review.
“Grey has a long track record and deep expertise in the beauty industry,” said president and CEO Fabian Garcia in a memo to all Revlon employees, adding that the network’s New York headquarters will handle the business and that its roster will include several top brands, including Revlon and Elizabeth Arden in addition to fragrances like Charlie, Curve and Elizabeth Taylor, and other beauty lines like Cutex.
“Additionally, we have expanded the scope of MediaCom, with whom we were already working,” he continued, “and they will now serve as the global media agency of record for all planning and paid media buying across all brands.”
Garcia noted that Grey has longstanding experience in the beauty field. It has been agency of record for P&G’s Pantene for nearly 30 years and won global creative duties on Herbal Essences without a review in 2016. It also handled advertising for CoverGirl and Clairol before Coty bought those two brands from P&G in late 2016.
“I wanted to share the terrific news that Grey has been selected as the global creative agency of record for Revlon, one of the world’s leading global beauty companies with sales in 150 countries,” wrote Grey global CEO Jim Heekin in an internal memo. “We will provide integrated communications services including traditional and digital advertising, promotion and activation marketing.”
The precise size of the accounts is unclear, though estimates of global yearly spending totals for Revlon and Elizabeth Arden alone reach into the hundreds of millions, making this one of the ad industry’s largest single account wins of the year to date.
