Schwarzkopf and Henkel Cosmetics have centralised their entire pounds 4
million media planning and buying business into CIA Medianetwork after
a three-way pitch
Schwarzkopf called the pitch in August following the decision to combine
the Schwarzkopf and Henkel media accounts to achieve volume savings.
CIA pitched against the two incumbents, Optimedia and MBS Media, for the
business in September. MBS previously handled Schwarzkopf’s Gliss
haircare range, while Optimedia ran all the media for Henkel’s
toothpaste brand, Thera-Med oral care brands and its Henara range of
hair products.
CIA was notified by Schwarzkopf this week that it had secured the
centralised account.
Peter Mangion, the sales and marketing director at Schwarzkopf, said:
‘It was a tough decision. In the final analysis, CIA Medianetwork
impressed us with its ideas for differentiating our brands in a
cluttered market.’
The pitch was run at CIA by the head of new business, Mike Anderson, in
conjunction with the account director, Matt James. James commented: ‘The
personal care market is becoming increasingly crowded, making it more
important than ever for brands to have a pertinent communications
solution.’
Schwarzkopf’s budgets for 1997 are expected to be boosted to include
money for a new advertising push behind the Thera-Med brand, which is a
two-in-one toothpaste and mouthwash. Last year, Gliss spent around
pounds 500,000 on advertising, while the Henara range spent just under
pounds 1 million.
The creative accounts are not affected by the media review. Kelly Weedon
Shute continues to handle the Gliss business, while Impact FCA will
retain the accounts for Henara and Thera-Med.
The win adds to the pounds 36 million of new business CIA has won this
year, and comes in the week that Anderson is promoted to the board.
