JWT beats three to clinch Rimmel

Coty, the cosmetics and fragrance division of Benckiser, has appointed J. Walter Thompson as the worldwide creative agency for its Rimmel cosmetics range after a four-way pitch.

Coty, the cosmetics and fragrance division of Benckiser, has

appointed J. Walter Thompson as the worldwide creative agency for its

Rimmel cosmetics range after a four-way pitch.



JWT beat Bartle Bogle Hegarty, Ammirati Puris Lintas and Testa

International to land the account (Campaign, 7 February). Rimmel’s

budget in the UK is expected to rise from pounds 4 million to over

pounds 6 million next year. The boost in advertising support follows

Benckiser’s purchase of the brand from Unilever last March.



JWT is working on the ad strategy and creative work, to break in 1998

when Coty plans a complete revamp of Rimmel’s offering. ’We have

exceptional plans for the Rimmel brand that will establish it by the

year 2000 as the biggest cosmetics brand in the world,’ Margaret

Donnelly, Coty UK’s marketing director for mass cosmetics, said. ’It’s

a huge brand but it is not one that has been invested in over the last

few years.’



Donnelly added: ’JWT demonstrated that it understood our objectives

very clearly and could deliver creative work that was well up to the

task, as well as managing our Rimmel advertising effectively across the

world.’



Dominic Proctor, JWT’s chief executive, said: ’Our reputation as brand

stewards brought Coty UK to us initially and we are delighted to have

the opportunity to contribute to a development plan for what is already

an extremely well-known brand.’



The last agency to advertise Rimmel in the UK was Abbott Mead Vickers

BBDO. AMV parted company with the brand last year, following its

acquisition by Benckiser.



Media planning and buying is unaffected by JWT’s appointment and

remains at Benckiser’s centralised media buyer, BMP DDB.



The win comes in the week that JWT snatched Mazda’s pounds 5 million UK

creative business from Howell Henry Chaldecott Lury. This follows last

year’s decision by Mazda’s parent, Ford, to run its pan-European

advertising through JWT.



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