TBWA GGT Simons Palmer has won a place on the Uni- lever roster
with an assignment to create the television launch campaign for Elida
Faberge’s unisex toiletries range, Phisio Sport.
Ogilvy & Mather, which already has a place on Elida Faberge’s roster
with its work for Impulse, has created a press campaign to run alongside
TBWA’s commercials. TV spend will account for the majority of the pounds
5 million launch budget. Plans for the global account will be determined
later in the year.
Phisio Sport has been developed by Elida Faberge in association with the
Olympic Medical Commission. The company has been working on the launch
for three years and interviewed around 2,000 athletes as part of its
Carl Johnson, the chief executive of TBWA, which was formed out of the
merger of TBWA Simons Palmer and GGT last week, commented: ’This win is
very important, especially the week after the merger. Elida Faberge is
the kind of client we want - a blue-chip company convinced about the
importance of quality creative work.’
Elida Faberge has a comprehensive roster of agencies, including Ammirati
Puris Lintas (Aquatonic), J. Walter Thompson (Organics), Bartle Bogle
Hegarty (Lynx and Addiction), and O&M.
Johnson added: ’This is symbolic of our positioning and it is the start
that Paul (Bainsfair, the TBWA chairman) and I wanted. We provide scale
and quality matched by decent work.’
Phisio Sport follows on from the success of other unisex brands, such as
Calvin Klein’s CKone and CKbe ranges. Elida Faberge hopes that the
launch will be as successful as its flagship Impulse brand, which is now
running a TV campaign through O&M.
TBWA’s appointment throws up a potential clash with an existing client -
Beiersdorf UK - which owns the Nivea brand.
Tony Malcolm and Guy Moore, the creative directors of TBWA Simons Palmer
who lost out to GGT’s creative director, Trevor Beattie, in last week’s
merger, are expected to continue working at the agency while considering
their next move.