Summerfield Wilmot Keene has been picked to put new advertising
impetus behind a range of mass-market fragrance brands cut loose by
Procter and Gamble at the end of last year.
The lion’s share of a reported pounds 3 million budget will be used to
support Insignia, the remainder being used to promote Mandate, Rapport
and Le Jardin.
The brands are being used to spearhead entry into the UK by the US-based
company, Renaissance Cosmetics. Summerfield Wilmot will handle media
planning but the buying task is unresolved.
Renaissance was formed in June 1994 by Thomas Bonoma, a Harvard Business
School professor, and has grown by acquiring underperforming beauty and
The assignment, made without a creative pitch, reunites Paul Wilmot, the
agency’s creative director, with fragrance business he once worked on at
Euro RSCG when P&G was a client.
Summerfield Wilmot’s task will be to halt the declining market share of
the brands, particularly Insignia, whose sales fell by more than 17 per
cent in the year to May 1996.
The agency’s first work is likely to take the form of a TV campaign in
the run-up to Christmas.
’The rules for mass-market fragrance advertising are just waiting to be
broken,’ Wilmot said. ’I don’t see why the ads are so ’lager-ish’ and
why the products aren’t promoted in the same way as fine fragrances.’