NEWS: BMP secures Rimmel media as Benckiser pools final business

Benckiser, the household goods to cosmetics group, has completed its pounds 15 million media centralisation with BMP DDB by switching its pounds 4 million Rimmel account into the agency.

Benckiser, the household goods to cosmetics group, has completed its

pounds 15 million media centralisation with BMP DDB by switching its

pounds 4 million Rimmel account into the agency.



The decision comes after a hard-fought two-way battle between BMP and

the incumbent, Initiative Media, which had held the business for more

than four years.



The battle for the cosmetics brand was almost a replay of the 1992 pitch

for BMP, which lost out last time around, along with Abbott Mead Vickers

BBDO, to Initiative.



The movement of the Rimmel business marks the completion of a lengthy

centralisation process that began last October, sparked off by pressure

from Benckiser’s headquarters in Germany.



It began with the move of Benckiser’s household goods business, also

called Benckiser, and was followed by Lancaster Cosmetics’ media task,

which BMP picked up in June (Campaign, 7 June). The agency already

handled the Coty cosmetic brands for the client.



Rimmel, a cosmetics brand that is traditionally aimed at the teenage

market, was only acquired by Benckiser from Unilever in March.



Derek Morris, the joint media director at BMP, commented: ‘It is always

gratifying when a client gives you more business. It is particularly so

at the end of a long centralisation process.’



The centralisation was marred in part by controversy when the Lancaster

incumbent, Manning Gottlieb Media, resigned its place on the Benckiser

roster and pulled out of the pitch process in April, after declaring

itself unhappy with the way the pitch was progressing.



The creative advertising for Rimmel is handled by Abbott Mead, which

remains unaffected by the media changes.



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