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
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
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.