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 current Bodyform campaign attempts to bypass the cliches attached to
sanpro advertising by featuring women working and playing hard.