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
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.