Wella shifts media out of PHD and into P&G agencies

LONDON - Wella's £6m UK media planning and buying business has moved out of PHD and into Procter & Gamble roster agencies.

ZenithOptimedia will handle strategic planning for Wella, while buying will be split between Starcom Media-Vest Group and MediaCom.

Starcom handles TV, radio and outdoor buying for P&G, while MediaCom is responsible for press.

The business has moved following P&G's £2.2bn acquisition of Wella a year ago. P&G will now market Wella brands including Shockwaves, Silvikrin and Nicky Clarke.

Wella's £45m global creative account moved to the P&G agency Leo Burnett last November. The haircare manufacturer had previously used Bates as its creative agency in a number of markets, including the UK.

PHD said it expected the account would move eventually following the acquisition by P&G. It said that it was proud of the work it had done for Wella, including the Shockwaves sponsorship of Baywatch and partnering with Gareth Gates. Wella was also a sponsor of Comic Relief's "Red Nose Day" last year.

Wella's UK media planning and buying will now be overseen by Bernard Balderston, P&G's associate director for media. Wella's marketing department has merged with P&G's.

Last March, P&G bought 77.6% of Wella's shares in a cash deal. It hoped to boost its range of haircare brands that already included Pantene, Herbal Essences and Clairol.

P&G's strategy was to match its strength in retail haircare with Wella's strength in professional haircare. Wella estimated that it had 22% of sales across the global professional salon market, putting it into the number-two position globally.

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