WWAV takes £3m Garnier and Maybelline DM account

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

skincare users.

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."