Alberto Culver has handed Euro RSCG a dollars 30 million global
advertising brief for its St Ives skincare, bodycare and haircare
Euro RSCG won the brief after beating the roster agency M&C Saatchi to
the task. The agency’s work for the brand will be driven out of London
where the win fills a vital hole in its client list. The campaign, which
will include TV and press advertising, will run worldwide with the
exception of some North American states.
Lowe Lintas & Partners, Alberto’s main roster agency, was not involved
in the pitch. The agency, which handles the Alberto VO5 haircare range,
also counts Johnson & Johnson and the rival Unilever brands among its
Sources say that Euro RSCG may be awarded further briefs from Alberto as
a result of these clashes, posing a serious threat to Lowe’s position as
Alberto’s lead creative agency.
Last year Euro RSCG Tatham in Chicago was named the creative agency for
Alberto’s TRESemme haircare brand and a number of its speciality
Alberto Culver acquired St Ives Laboratories in February 1996. Two years
later it appointed the Minneapolis-based Campbell Mithun Esty to the
account which included the brand’s range of herbal formulas, body
lotions, facial scrubs and body washes. The brand now generates
worldwide sales worth in the region of dollars 150 million.
M&C Saatchi will continue to handle the company’s haircare products,
which are manufactured under the name of the celebrity hairdresser