Accantia Health & Beauty has ditched Rainey Kelly Campbell
Roalfe/Y&R, which has worked on its Lil-lets and Simple brands for the
past seven years.
The healthcare and toiletries company has cited its limited
international presence as the reason it does not require the
full-service RKCR/Y&R network.
It is expected to use smaller agencies on a project basis in the
Media planning and buying will continue to be handled by New PHD.
Accantia bought the Lil-lets and Simple brands from Smith & Nephew as
part of a management buyout in July last year.
The news comes as Accantia launches its Simple product range into the
men's market for the first time. The range, which launches in June, will
be called Simple Skin Defence for Men.
RKCR/Y&R has already created press work for the brand.
Accantia's head of marketing, Chris Fuller, said: 'It is now appropriate
for us to look at alternative ways of developing our brand
communications on a project-oriented basis outside a conventional agency
Lil-lets returned to television advertising for the first time in three
years with a new campaign earlier this year.
It was the first work from Accantia Health & Beauty since the company
bought the Lil-lets brand last year.
Two commercials aimed to highlight the activities women can get up to
during menstruation to make themselves feel better.
One showed a young woman launching an assault on a sofa in a
The other featured a woman in her bathroom using her lipstick to draw
lines between her spots.