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.