Schwarzkopf awards TBWA Pro Styling brief

Schwarzkopf has handed TBWA\London the £4.5 million creative account for its Pro Styling brand as part of a global realignment of its product portfolio.

Burkitt DDB had been responsible for Schwarzkopf's £10 million creative account in the UK. It will continue to handle the colour portfolio, which includes Country Colours and Live Colour, as well as the Supersoft range.

Frederic Collet, the general manager at Schwarzkopf's parent company, Schwarzkopf & Henkel, said: "We have taken the international decision to align all brands in all European markets with the local office of their respective agency network."

He added: "This decision is nothing to do with Burkitt DDB's performance - it complies with our agreement with DDB to run the colour brand globally."

The realignment means that DDB Worldwide is responsible for the colour portfolio globally, while TBWA Worldwide runs the Styling brands.

Andrew McGuinness, the chief executive of TBWA\ London, said: "It is a great opportunity to apply our 'disruption' strategy to the hair-care category and a fantastic start to the year."

Schwarzkopf's Pro Styling brand was launched last year with a spend of £4.5 million with the aim of selling a professional hairstyling range for use at home. TBWA's first work will appear in June.

Collet said: "We are very keen to work on our styling category with TBWA, which has an excellent reputation and I am confident that it will help us to develop the right communication."

He confirmed the global realignment will not affect Mediaedge:cia's hold on the UK media planning and buying.

Henkel already has links with the TBWA network in the UK. It uses BDH\TBWA on its adhesive range, which includes Nitromors Paint Remover, Sellotape, Solvite and Unibond, while Ogilvy & Mather is responsible for the Glist 3-in-1 range for Henkel Detergents.