Maxus and Carat to share Alberto Culver's £150m global media

Alberto Culver, the beauty products giant, is set to split its estimated £150m global media duties between Maxus, which has picked up the US business and Carat, which retains the European account.

Alberto Culver to split £150m global media be
Alberto Culver to split £150m global media be
The Aegis-owned agency is also understood to have picked up the business in the Canadian and Mexican markets.

The US portion of the business is understood to amount to £100m of the client’s global spend, with the majority of the remaining £50m earmarked for Europe, and approximately £15m of that allocated to the UK.

Last year Alberto Culver spent £11.8 million in the UK according to figures from Nielsen, the bulk of which (£9m) went on TV ads.

Both Carat and Maxus referred calls to the client. Alberto Culver was unavailable for comment.

Alberto Culver counts St. Ives and Noxzema skincare among its US products, as well as the Nexxus haircare brand.

In Europe, the advertiser owns products including the Tresemme hair care VO5 stable of brands.

Last month saw the conclusion of the advertiser’s global creative review with the appointment of Havas creative shop Arnold and Interpublic Group's Mullen.

Incumbents on the global brief included IPG's Campbell-Mithun in Minneapolis, which held the Tresemme creative account, while Alberto Culver's skin-care brands were handled by Wieden + Kennedy in New York.

Alberto Culver recently extended its brand portfolio with the purchase of Simple Health & Beauty in December 2009 from private equity firm Duke Street in £240m deal.

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