Bates snares pounds 8m Cussons relaunch
By JOHN TYLEE, campaignlive.co.uk, Friday, 05 September 1997 12:00AM
Bates Dorland has ended a barren new-business spell by capturing an pounds 8 million assignment to relaunch Cussons’ flagship soap brand, Imperial Leather, in the UK.
Bates Dorland has ended a barren new-business spell by capturing an
pounds 8 million assignment to relaunch Cussons’ flagship soap brand,
Imperial Leather, in the UK.
The move ends GGT’s five-year tenure on the business and is the first
stage of a planned worldwide relaunch of Imperial Leather out of London
through the Bates network.
Media planning and buying remains with Media Solutions, GGT’s joint
venture with the CIA Group.
For Dorlands, the win marks the first fruits of the imminent demerger of
the Bates and Saatchi & Saatchi networks by their Cordiant parent. Until
now, Bates bosses have been denied the opportunity to pitch for
toiletries and household products because of the uncompromising agency
conflict policy of Procter & Gamble, one of the Saatchi network’s
The UK assignment builds on an existing relationship between Bates and
Cussons in the Asia Pacific region. It is likely to be extended with
work in Central and Eastern Europe and the Middle East as Cussons seeks
to become a more potent global competitor to P&G and Unilever.
Nance Quick, the Cussons UK marketing director, said: ’As global
opportunities for Imperial Leather continue to grow, it is vital that
the strategic and creative platforms for the brand are absolutely right
in its largest market, the UK. We felt that Bates’ expertise in
developing major brands provided us with the best resource for this
Dorlands’ brief is to help Imperial Leather, a soap bar launched 58
years ago, shed its old-fashioned image in a market that has moved
towards washing lotions and gels and to provide tougher competition for
its main rival, Unilever’s Dove, which is supported by a pounds 4.6
million budget through Ogilvy & Mather. A TV-led campaign will begin in
the new year.
Meanwhile, Cussons said it would continue its relationship with BDH, the
GGT Group’s Manchester subsidiary, which retains Carex and 1001 carpet
Imperial Leather’s most recent TV ads featured the comedian, Paul
Merton. Stephen Whyte, GGT’s business development director, said: ’Our
work has been very successful for the brand and it’s disappointing that
our success in the UK market is outweighed by Cussons’ need for
This article was first published on campaignlive.co.uk
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