BDH TBWA is poised to pick up the pounds 8 million Cussons account
after the advertiser split with Bates UK last week.
The move will centralise the business into the Manchester-based agency,
adding the Imperial Leather, Aqua Source and Foamburst brands to its
existing portfolio. BDH has been working on Cussons’ Carex brand since
its launch in 1994, and on other household brands, such as 1001 and
Limelight, since 1992.
Dominic Box, the marketing director of Cussons, confirmed that BDH was
in pole position for the business: ’We are in discussions with BDH, and
only BDH. We hope to be making an announcement in the very near
Cussons is still negotiating the finer points of its notice with Bates,
but the working relationship has been terminated. Box declined to
comment on speculation that the below-the-line business - which was
given to Bates’s sister sales promotion shop, 141, less than a year ago
- has also been taken out of the Bates group.
BDH has below-the-line capabilities, and it is possible that the entire
business could be run out of the agency.
Carol Smith, the board account director at BDH for Cussons, said: ’We
are delighted that Cussons is talking to only us. We’re very proud of
the work we’ve done on Carex, even picking up an IPA Effectiveness Award
in 1997 for it. We go back a long way with Cussons, and it goes to show
that great relationships produce great work.’
Box added: ’When you are looking for a new advertising agency, the first
thing to do is to look at your incumbents.’
The win will further boost BDH’s rapid growth. In this week’s MMS
figures, the agency jumped eight places up the list, with a 90 per cent
growth, to rank 22. So far this year, the agency has picked up large
pieces of business from Time Computers and Focus Do It All.