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

biggest clients.



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

task.’



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

cleaner.



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

globalisation.’



This article was first published on campaignlive.co.uk

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