- Cosmetics company Avon has centralised its advertising and media business globally into the MacManus Group which includes N.W. Ayer & Partners and DMB&B International network.
Up until now, Avon had used local advertising agencies in markets around the world. DMB&B has been Avon Philippines' agency since 1993. N.W. Ayer has been the agency of record for Avon U.S. since 1995. It has created such U.S. campaigns as "Just Another Avon Lady" in 1996, "Dare to change your mind about Avon" in 1997, and the current "Claim Your Beauty. "
The move marks an attempt to both expand its global advertising presence and speak to consumers through a more unified brand image internationally.
Charles R. Perrin, Avon's chief executive officer, said: "We've made great progress in creating an outstanding portfolio of global brands, which will comprise 70% of our total beauty sales by the year 2000. With the proven global expertise of N.W. Ayer and DMB&B and its partner companies, we are excited about leveraging our inherent brand equity and enhancing Avon's position as one of the world's great consumer brands."
The expanded relationship with The MacManus Group companies will include both creative and media. Projected billings were not disclosed. However, Avon has said previously that it intends to increase global advertising spending from 1.3% of total sales in 1997 to approximately 3% of total sales by the year 2000. In 1997, the company had $5.1 billion in sales.