Rimmel calls £70m review

LONDON - Coty, the international cosmetics company, is holding a review of the estimated £70 million global advertising account for its Rimmel London range.

Rimmel...creative review
Rimmel...creative review

The company has shortlisted JWT London, the incumbent on the account, Fallon London and two unnamed New York-based agencies to pitch for the business, with a result expected towards the end of June.

In addition to advertising in markets such as the UK, the US, Germany and Italy, the successful agency will work on planning and activating a number of campaigns for the brand that will help it establish itself in emerging markets in Asia and Australasia.

JWT has worked on the Rimmel account for more than 12 years, after being appointed in 1997 following a pitch against Ammirati Puris Lintas, Bartle Bogle Hegarty and Testa International.

The agency has produced a number of TV campaigns for the brand in recent years, with the majority featuring Kate Moss, who Rimmel signed up as a brand spokeswoman in 2001.

Last year, the brand also secured contracts with the supermodel Lily Cole and the singer Sophie Ellis-Bextor to star in its campaigns.

During its time working on the account, JWT has helped to launch Rimmel in overseas markets, including the US in 2000.

In the US, Coty also works with Laird & Partners, a New York-based creative agency that specialises in fashion and lifestyle advertising.

The agency is responsible for fragrance brands including Vera Wang, Sarah Jessica Parker and Calvin Klein.

In the UK, Rimmel also works with RMG Connect on its below-the-line business, and with OMD UK on its media planning and buying account.

Neither agency’s relationship with the brand is thought to be affected by the advertising pitch.