J. Walter Thompson beats Lowe to pounds 15m Organics Euro brief

Lowe Lintas Paris has lost out to J. Walter Thompson in the pitch

for the pounds 15 million pan-European Organics haircare range task.



JWT retains the account, worth pounds 2 million in the UK last year,

after a pitch which was called last month. The agency is expected to

relaunch the brand as it faces competition from Procter & Gamble's

Pantene haircare brand.



The pitch was run by Didier Zeloso, the European brand group manager for

Organics, out of the Innovation Centre in the Lever Faberge Paris

office.



The pitch was called because the client wanted to compare its incumbent

network with another. Lever Faberge is hoping to produce truly

pan-European executions to replace the mixture of UK and European work

that is currently seen in the UK.



However, earlier this month Lever Faberge appointed Mother to create a

UK campaign for Organics. The work, featuring women proudly flicking

their hair from side to side, broke two weeks ago. The agency is

understood to have been hired on a project basis.



In November last year, the Advertising Standards Authority threw out

objections to a JWT Organics ad showing a woman inspecting her pubic

hair and carrying the caption: "Keeps hair colour so long, you'll forget

your natural one."



The ad attracted 211 complaints to the ASA, saying that it was sexist

and offensive. Although the poster was removed from sites in Glasgow,

Lever Faberge claimed that women in research groups found it witty.