GHD approaches agencies for direct and digital review

GHD, the global haircare appliances brand, is holding a review for its direct and digital account.

GHD: latest ad in 'twisted fairytales' series launched last week
GHD: latest ad in 'twisted fairytales' series launched last week

A number of agencies have been approached for the brief that will include marketing in salons and work that directly targets consumers. The pitch is expected to take place in November.

The search for an agency follows GHD's selection, earlier this month, of Partners Andrews Aldridge to handle a below-the-line Christmas project. The agency won the brief without a pitch.

At the same time, PAA's Engine-owned sister agencies Slice and Jam picked up GHD briefs to develop in-salon educational material and marketing activity for the iPad.

Rainey Kelly Campbell Roalfe/Y&R currently handles GHD's global advertising business. The pitch is not expected to affect this relationship. The agency won the account in June last year, after a pitch against Atelier, Grey and MCBD.

Last week, GHD launched its latest television spot as part of its "twisted fairytales" campaign, which is built around the character of Cinderella who finds that the ball isn't ruined when the clock strikes midnight.

The ad to promote GHD's new Midnight Collection features the single Lucky You by the Los Angeles-based indie rock band Le Rev. The band is the first to be signed to RKCR/Y&R's new record label, Two Black Cats.