Alberto-Culver consolidates $60m US media account

- The Alberto-Culver Company, the toiletries giant, has consolidated its $60 million (£36 million) media planning and buying business with Carat/MBS, New York.

- The Alberto-Culver Company, the toiletries giant, has consolidated its $60 million (£36 million) media planning and buying business with Carat/MBS, New York.

The account had previously been split between Carat and Lois/EJL, Chicago, which remains one of the company's key creative agencies.

In a separate, move Alberto-Culver has announced the appointment of Avrett, Free & Ginsberg, New York, to handle the creative advertising account for its $13 million (£7.8 million) Alberto VO5 brand of hair products. The business had previously been handled by Partners & Shevack/Wolf, New York.

Brad Kirk, vice president of marketing for Alberto-Culver USA, said: "By consolidating our media planning and buying in a single shop we feel we can maximise efficiencies and get the best strategic thinking and maximum impact for our brands. Carat has been a long-time partner of the company, including planning and buying our media in several of our key international markets."







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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).