Bates replaces AMV on Wella's pounds 10m UK haircare business

Bates UK will take over as Wella's agency in Britain as the

haircare company dashed the hopes of Abbott Mead Vickers BBDO that it

could retain the business despite aligning globally with the Bates


The switch of the UK assignment, which bills almost pounds 10 million,

ends AMV and Wella's ten-year relationship.

Included in the business moving to Bates will be the Shockwaves,

Silvikrin and Vosene ranges as well as Wella's recently acquired

shampoos, conditioners and hair treatment products sold under the name

of the celebrity hairdresser Nicky Clarke.

Bob Bartlett, Wella's executive director for consumer products in the

UK, said: 'We have been ordered by our parent company to move our

business from AMV to Bates. This is subject to contract with Bates but

we hope to conclude those discussions over the next ten days.'

Toby Hoare, the Bates group chief executive, said: 'This is an excellent

opportunity for us after a global pitch we won fairly and squarely and

very good news so soon after our BSkyB win.'

The move comes as Wella gears up for its biggest-ever product launch, a

range of 15 shampoos, conditioners and hair treatment products under the

name Vivality, which is aimed at women between 20 and 44 years old.

The Bates network was hired to handle Wella's global account last month,

working with its German shop, Select Communications.

AMV will continue working with Wella for the next six months. Cilla

Snowball, the agency's managing director, said: 'It's always

disappointing if a good local relationship has to end due to an

international alignment.'

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