Body Shop hands Bean first ad task

The Body Shop, one of the most consistent critics of traditional advertising, has appointed Bean Andrews Norways Cramphorn and PHD Compass to run its first advertising campaign .

The Body Shop, one of the most consistent critics of traditional

advertising, has appointed Bean Andrews Norways Cramphorn and PHD

Compass to run its first advertising campaign .



The landmark move follows a competitive pitch last November, involving

an undisclosed number of agencies. It comes after the Body Shop severed

its ties last summer with St Luke’s, which had acted as a strategic

planning consultant for two years.



During its seven-month search, the Body Shop had always denied it was

planning a traditional ad campaign.



BANC and PHD Compass will work closely to produce the Body Shop’s first

branding campaign, using a multi-media strategy that embraces posters,

press and specialist media, but not television.



The Body Shop’s change of strategy is seen as an attempt to counter

recent negative publicity, including a disappointing trading statement.

It aims to justify a premium pricing for Body Shop products and to

establish a firm positioning in the market before the launch of Virgin

Touch, Richard Branson’s cosmetics range, later this year. Branson has

already recruited 20 Body Shop Colourings staff, including some

directors.



The Body Shop’s advertising will break in September and the approach

will focus on specific product areas, while also emphasising the Body

Shop’s distinctive personality. There will be a strong link between

media placement and creative strategy to obtain maximum impact on a

modest spend.



The Body Shop had hired St Luke’s in October 1994 with a brief to advise

it on using the Internet and ’unconventional’ TV advertising. However,

no tangible results of the relationship were ever revealed.



The Body Shop’s founder, Anita Roddick, said: ’We’ve something to say

about selling products that promote well-being and celebrate our

customers rather than debase them. We’re not afraid to campaign on human

rights and talk about our products. We’ve resisted the ordinary for 21

years, why stop now?’



Robert Bean, the BANC chairman, said: ’We’re delighted a company with a

progressive approach to communication has decided to work with us. We’ll

do our best to spread their word in ways even they didn’t think of.’



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