WWAV Rapp Collins has won the £3 million brief to handle
direct marketing for L'Oreal's Garnier and Maybelline cosmetics
The non-roster agency WWAV pitched against roster agencies, including
the incumbent, Publicis Dialog, after L'Oreal appointed a new
communications team to work with its marketing team.
WWAV will work on both on- and offline activity to identify and
communicate with key parts of the market, build brand loyalty and boost
sales. The first work will break in early 2002.
The group communications manager at Garnier Maybelline, Celine Gilg,
said: "We were attracted by the all-round package WWAV can offer and
believe they can help us leverage the strength of the Garnier and
Maybelline brands to build direct-to-consumer relationships."
The appointment comes as L'Oreal steps up its use of direct
It appointed MRM and Tullo Marshall Warren to its roster but wanted
ideas from non-roster agencies. Recent DM campaigns include one through
TMW for its anti-ageing product, Revitalift, which targeted 250,000
WWAV's chief executive, Adam Coleman, said: "L'Oreal is one of the great
global cosmetics groups and Garnier and Maybelline two of its most
important brands. We have a heritage of producing FMCG programmes which
engage the consumer and work where it matters most - in delivering to
the client's bottom line."