Agencies line up for £100m SCA global media account

LONDON - SCA, the Swedish personal hygiene company that owns brands including Charmin, Plenty and Velvet, is reviewing its estimated £100 million global media planning and buying account as part of a wider overhaul of its advertising and promotions agency arrangements.

Plenty... owned by SCA
Plenty... owned by SCA

The media review is being run out of Europe, SCA's major region, and includes the £12 million UK business. It is also likely to embrace SCA's media in the US, Latin America and Asia. Carat is the incumbent on the account.

SCA's media review is being held alongside a wider pan-European roster review of all advertising and promotions agencies. Led by Mats Berencreutz, the president of SCA's tissue and personal care division in Europe, it is aimed at trimming a roster of 40-plus local agencies that handle above- and below-the-line duties into a centralised European roster of fewer agencies.

This could impact on agencies including Fallon, which handles the recently consolidated UK Charmin and Velvet business, and Publicis London, which has unveiled a campaign to support the kitchen roll brand Plenty following a rebrand from its former name Bounty.

While the media review will involve a contest between Carat and other networks, SCA is focusing on existing roster agencies in the advertising and below-the-line review. However, Berencreutz did not rule out talking to non-roster agencies later in the process.

Berencreutz said: "We are meeting with all our big suppliers and going through an analysis process to find a more professional way of buying and contracting them."

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