Alberto hands Euro RSCG dollars 30m ad task for St Ives division

Alberto Culver has handed Euro RSCG a dollars 30 million global advertising brief for its St Ives skincare, bodycare and haircare ranges.

Alberto Culver has handed Euro RSCG a dollars 30 million global

advertising brief for its St Ives skincare, bodycare and haircare

ranges.



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

clients.



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

brands.



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

Andrew Collinge.



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