Elida Faberge has dealt a severe blow to Ammirati Puris Lintas by
handing Ogilvy and Mather the multi-million pound pan-European relaunch
of its mass-market bodyspray, Impulse.
O&M’s appointment, expected to be worth up to pounds 10 million, ends a
four-month pitch process for the product, in which both agencies
presented strategic and creative ideas that were then put into a lengthy
O&M’s campaign will run in the UK and in major markets across Europe,
promoting the main Impulse brand. APL has managed to hang on to
Impulse’s global implementation and remains Impulse’s agency of record.
APL has also been handed the smaller task of creating a multi-media
campaign to launch a new Impulse variant called O2 in the UK and across
The hiring of O&M indicates Elida’s lack of confidence in Lintas
Andrew Cracknell, APL’s chairman, said of the decision: ‘There is no
change in the allocation of the business. We have lost a commercial, not
the whole business.’
Elida put the business up for review when it became concerned about
Impulse’s decline in popularity and sales, giving APL six months to
develop new ideas. November 1995 was the deadline and Elida is known to
have been dissatisfied with APL’s efforts.
The situation is reminiscent of Elida’s decision eight months ago to
award Bartle Bogle Hegarty the task of devising UK TV commercials for
the Lynx umbrella brand.
Simon Clift, Elida’s brand development director, commented: ‘APL
continues to run the Impulse business on a global basis. This includes a
full media campaign to launch the new O2 variant in the UK and across
Europe. O&M will develop a theme ad on the Impulse brand to run in the
UK and across Europe.’
Tom Bury, O&M’s managing director, said: ‘We are absolutely delighted
with Impulse. It puts a bit of gloss on a fantastic start to the year.’