Wella, the haircare giant, has chosen the Bates network to handle its global account, working with its newly appointed German shop, Select Communications.
Bates will service the account across the world because Select, the Koblenz-based agency appointed to handle creative work, has no international affiliations.
It is believed the arrangement will not extend to the key 'ring-fenced' markets of the UK and Brazil, where the accounts are handled by the BBDO Worldwide agencies.
The Bates agency in Frankfurt competed for the business - which spends up to pounds 60 million in Europe alone - along with Frankfurt's Michael Conrad & Leo Burnett, the Hamburg offices of D'Arcy and Spinger & Jacoby.
As a result, Bates will run the account in 35 countries around the world, producing some creative work of its own as well as running other ads from Select, which will take over the business from 1 April.
Neither Bates nor Wella, which is based in Darmstadt, was available for comment as Campaign went to press.
The Wella account was put up for pitch at the end of January when the company cited 'creative differences' as the reason for ending its two-and-a-half-year relationship with Jung von Matt in Hamburg.
The Omnicom-owned Optimum Media Direction handles Wella's media buying in most markets.