SCA puts pounds 20m Libresse creative account up for review

SCA, the sanpro and toilet tissues giant, is reviewing the pounds 20 million creative account for its European sanpro brand, Libresse, out of DDB Paris.

SCA, the sanpro and toilet tissues giant, is reviewing the pounds

20 million creative account for its European sanpro brand, Libresse, out

of DDB Paris.



Libresse is the European trading name for Bodyform and is one of SCA’s

biggest brands in Europe. Bodyform, which is handled by Roose & Partners

in the UK, is not affected by the review.



The review is being conducted out of SCA’s Swedish headquarters and the

company is understood to be talking to Abbott Mead Vickers BBDO, Bartle

Bogle Hegarty and Lowe Howard-Spink in the UK as well as several

Scandinavian agencies. The company has not yet defined which countries

would be involved but it is thought to include most of Europe.



Last month, the Swedish paper giant consolidated its pounds 100 million

pan-European media planning and buying business into Carat, following a

pitch against Optimum Media Direction and CIA Medianetwork. Carat

already handled the business in the Nordic region and France, while in

the UK the operation was supervised by CIA Medianetwork’s sister buying

operation, the Negotiation Centre.



Roose & Partners, which has held the Bodyform business for more than ten

years, last year won the pounds 6 million Kleenex toilet tissues and

kitchen towels business from FCB after SCA took over responsibility for

the brands.



The current Bodyform campaign attempts to bypass the cliches attached to

sanpro advertising by featuring women working and playing hard.



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