NEWS: O&M takes pounds 10m task for Impulse out of APL

Elida Faberge has dealt a severe blow to Ammirati Puris Lintas by handing Ogilvy and Mather the multi-million pound pan-European relaunch of its mass-market bodyspray, Impulse.

Elida Faberge has dealt a severe blow to Ammirati Puris Lintas by

handing Ogilvy and Mather the multi-million pound pan-European relaunch

of its mass-market bodyspray, Impulse.



O&M’s appointment, expected to be worth up to pounds 10 million, ends a

four-month pitch process for the product, in which both agencies

presented strategic and creative ideas that were then put into a lengthy

research process.



O&M’s campaign will run in the UK and in major markets across Europe,

promoting the main Impulse brand. APL has managed to hang on to

Impulse’s global implementation and remains Impulse’s agency of record.

APL has also been handed the smaller task of creating a multi-media

campaign to launch a new Impulse variant called O2 in the UK and across

Europe.



The hiring of O&M indicates Elida’s lack of confidence in Lintas

throughout Europe.



Andrew Cracknell, APL’s chairman, said of the decision: ‘There is no

change in the allocation of the business. We have lost a commercial, not

the whole business.’



Elida put the business up for review when it became concerned about

Impulse’s decline in popularity and sales, giving APL six months to

develop new ideas. November 1995 was the deadline and Elida is known to

have been dissatisfied with APL’s efforts.



The situation is reminiscent of Elida’s decision eight months ago to

award Bartle Bogle Hegarty the task of devising UK TV commercials for

the Lynx umbrella brand.



Simon Clift, Elida’s brand development director, commented: ‘APL

continues to run the Impulse business on a global basis. This includes a

full media campaign to launch the new O2 variant in the UK and across

Europe. O&M will develop a theme ad on the Impulse brand to run in the

UK and across Europe.’



Tom Bury, O&M’s managing director, said: ‘We are absolutely delighted

with Impulse. It puts a bit of gloss on a fantastic start to the year.’



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