Bodyform owner SCA Hygiene calls £100m ad review

LONDON - SCA Hygiene Products, owner of Bodyform and Velvet, is preparing for a pan-European creative pitch involving a number of its brands.

It is understood that the review is being run out of SCA's Copenhagen office by Helle Dahlgren, the marketing manager for the company's feminine and incontinence products portfolio.

SCA, the Swedish parent of brands including Velvet toilet tissue and the Bodyform range, competes against the likes of Procter & Gamble and Kimberly-Clark. It is in the final stages of drawing up a shortlist of creative agencies from both the UK and Europe to pitch for a consolidated account.

Sources close to the pitch say the company is considering pooling its entire £100m pan-European creative advertising work into the winning agency or network.

Roose is the incumbent on the Bodyform feminine hygiene range and the Tena incontinence product portfolio in the UK. It is unclear whether Roose, which created the iconic "whoah, Bodyform" jingle, has been asked to re-pitch for the business, which is worth £7m.

According to Nielsen Media Research, SCA spends £11m in the UK. However, it spends considerably more on the Continent, in markets including France, Italy, Spain, as well as in Scandanavia.

SCA Hygiene is also in the process of consolidating its UK below-the-line activity. The incumbent Chemistry, Proximity London, EHS Brann and Craik Jones Watson Mitchell Voelkel were all invited to pitch last month.

SCA's Velvet account was moved out of Roose and awarded to Publicis a year ago following a competitive pitch. However, the agency had to resign the account when it secured a place on P&G's roster two months later. As a result of the conflict, the account was moved to the Publicis Groupe subsidiary Fallon.

The UK brand manager for Velvet, Nina Lavery, said that Fallon's hold on the Velvet account would not be affected by a Europe-wide review.

Hygiene products account for more than half of SCA's global $10bn-worth of sales. SCA also has considerable interests in forestry and packaging.

The company's primary market is western Europe. However, SCA has made significant inroads into the North American market with acquisitions such as Johnson & Johnson's Serenity incontinence brand and Georgia-Pacific's Away from Home commercial tissue business.

Media planning and buying, which is held by Carat in the UK, is not affected by the creative review.

Dahlgren was unavailable for comment.

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