MCBD lands UK Accantia brief to relaunch Simple product range

Miles Calcraft Briginshaw Duffy has been handed the £1.5 million UK brief from Accantia Health & Beauty to relaunch its Simple skincare products.

MCBD won the account after Accantia asked it to pitch a strategic idea. It is not thought that any other agency was approached.

MCBD will work with PHD, Accantia's media agency of record, which handles all the planning and buying for the business.

Plans for forthcoming work, which will centre on Simple's latest age-resisting product Regeneration, will aim to give the Simple brand portfolio a more contemporary and active feel.

The Regeneration line was introduced in January last year as part of Accantia's plans to extend the Simple skincare range.

A national TV and cinema push, planned to break this year, will be the first activity to promote the brand. It will be supported by new packaging for the Simple skincare range.

Helen Calcraft, the managing director of MCBD, commented: "Having launched in the late 70s, Simple is now a major player in the health and beauty market. We are excited at the prospect of helping to take the brand to the next level."

Tenley Soanes, the marketing and communications controller at Accantia Health & Beauty, added: "We are at an exciting moment in the brand's history, and MCBD has demonstrated the strategic and creative flair we are looking for."

Rainey Kelly Campbell Roalfe/Y&R was the last agency to handle the business.