Bates Dorland nets above-the-line task for Nouvelle tissue

Bates Dorland has taken over the pounds 1.5 million above-the-line account for Nouvelle recycled toilet tissue in a pan-European realignment. The move was precipitated by a merger involving the brand’s parent company.

Bates Dorland has taken over the pounds 1.5 million above-the-line

account for Nouvelle recycled toilet tissue in a pan-European

realignment. The move was precipitated by a merger involving the brand’s

parent company.



The business has been moved without a pitch from HHCL & Partners, which

retains the below-the-line assignment. Media buying moves to Zenith from

MBS.



The consolidation follows last summer’s merger in the US between James

River, which owns Jamont’s Dixcel, and Nouvelle’s manufac-turer, Fort

Howard. The combined company, called the Fort James Corporation, is the

world’s second largest tissue manufacturer after Kimberly-Clark.



It is likely that HHCL’s TV commercial for Nouvelle, a fairtytale parody

featuring a small boy, will run for the foreseeable future. Adam Leigh,

the Jamont board account director at Dorlands, said: ’The work HHCL has

done has been very successful.’