M&C Saatchi has won its first toiletries business in four years by
gaining access to the Alberto Culver roster.
The agency is being briefed to relaunch the range of haircare products
manufactured by Alberto under the name of the celebrity hairdresser,
The assignment - backed by a reported pounds 1 million budget - sets up
M&C Saatchi as a contender for Lowe Howard-Spink’s position as Alberto’s
lead UK creative agency. Media buying is handled by Carat.
The agency is working on ideas for an autumn relaunch of the range with
new packaging designed by Coley Porter Bell. There are also plans to
promote the brand in North America and Australia.
The decision to add M&C Saatchi to the roster was made by David Webb,
who joined the US-based company in January as group vice-president for
Europe, the Middle East and Africa. He cited the agency’s ’reputation
for strong creative work coupled with a global presence’ as the reason
for the appointment.
Nick Hurrell, the M&C Saatchi joint chief executive, said: ’Andrew
Collinge has devised a range of excellent products. Together with
Alberto Culver he has bold plans for the brand.’