Wella, the haircare giant, is to review its global advertising arrangements and is talking to three networks about the business.
The global review follows a decision to part company with the German agency Jung von Matt, which has handled its global advertising account for two and a half years.
The pitches are expected to take place at the end of February. BBDO, which works with Wella locally in 20 markets, is pitching and is thought to be in a strong position owing to its existing relationship with the advertiser.
Wella refused to confirm its global advertising spend but it is thought to be pounds 60 million in Europe alone.
Wella expects to appoint an agency in mid-March. It is conducting the review after Jung von Matt said that it was unable to meet the creative quality targets agreed when it won the account two years ago from BBDO Dusseldorf. It is thought that its lack of a network was a problem.
Wella's marketing director, Axel Dietz, is running the review from its German HQ in Darmstadt. He said: 'This is a process we are taking very seriously and we hope to appoint an agency that will work with us for a long time.'
Jung von Matt runs campaigns for all of Wella's global brands, including the main Wella branded products and Viva Colour range. Advertising for local brands is handled by several local agencies, including Abbott Mead Vickers BBDO in the UK. These accounts are not under review.
AMV's creative output for Wella in the UK last year was restricted to an ad campaign featuring Davina McCall for Wella's Viva Long Lasting Colour brand. It has previously developed work for the Shockwaves range.