Alberto-Culver consolidates $60m US media account

- The Alberto-Culver Company, the toiletries giant, has consolidated its $60 million (£36 million) media planning and buying business with Carat/MBS, New York.

- The Alberto-Culver Company, the toiletries giant, has consolidated its $60 million (£36 million) media planning and buying business with Carat/MBS, New York.

The account had previously been split between Carat and Lois/EJL, Chicago, which remains one of the company's key creative agencies.

In a separate, move Alberto-Culver has announced the appointment of Avrett, Free & Ginsberg, New York, to handle the creative advertising account for its $13 million (£7.8 million) Alberto VO5 brand of hair products. The business had previously been handled by Partners & Shevack/Wolf, New York.

Brad Kirk, vice president of marketing for Alberto-Culver USA, said: "By consolidating our media planning and buying in a single shop we feel we can maximise efficiencies and get the best strategic thinking and maximum impact for our brands. Carat has been a long-time partner of the company, including planning and buying our media in several of our key international markets."







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