Persil planning direct review of laundry products

LONDON - The Lever Faberge-owned Persil is reviewing the direct marketing of its laundry products. The account is handled by Proximity London, which has held the business for more than seven years.

The review is not expected to affect Persil's washing-up liquid below-the-line account, handled by Chemistry.

Other direct marketing agencies on the Lever Faberge roster for household products include EHS Brann, which handles Dove soap, and Archibald Ingall Stretton for Comfort.

Although a shortlist has yet to emerge, the brand is talking to at least one non-roster agency. The company is looking for an agency with experience in the laundry products area.

Lever Faberge declined to comment about the review, but according to Chris Thomas, Proximity London's chief executive, the review is part of a look at this year's strategy for the brand.

Recent work Proximity has produced for Persil includes a 250,000-strong direct mail campaign using lenticular postcards, a format often associated with large poster formats. The mailing backed the launch of Persil's range of Liquid bottles last spring.

Back in 2000, it developed a direct marketing campaign that asked 400,000 Persil-buying "modern grandmothers", in a three-stage mail-out, to send in their laundry tips. Their tips were then compiled into a book.

JWT handles Persil's above-the-line advertising, and its media planning and buying is through Initiative Media. Both accounts are unaffected by the review.

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