Burnett tightens its grip on Max Factor

LONDON - Leo Burnett and its sister agency Arc have been handed the digital and direct marketing accounts for Max Factor cosmetics.

The Leo Burnett group now handles every part of the Procter & Gamble-owned beauty range.

As well as creating online, above-the-line and below-the-line work for the brand, Burnett will also now handle all of the company's packaging requirements, design, point-of-sale and merchandising responsibilities.

A significant percentage of this Max Factor business will be handled out of the Leo Burnett luxury arm.

The agency launched the offshoot in February 2006 to handle P&G brands including Max Factor, Wella and Clairol. It now has offices in London, New York and Tokyo, with plans to launch in Buenos Aires, Beirut and Shanghai.

The decision will also see Leo Burnett and Arc included on the lucrative Procter & Gamble digital roster.

In April last year, the FMCG giant announced it was creating its first roster of digital agencies for Western Europe and substantially increasing its online investment in its brands across the continent.

Before this, the company had only invested significantly in the US market, and used sporadic online advertising in Europe.

Agencies it had used in the online market in the UK included Arc, glue and Clark McKay & Walpole North.