Alberto-Culver has handed M&C Saatchi the dollars 40 million task
of promoting its flagship VO5 haircare range outside the US.
The move deprives Lowe Lintas & Partners, formerly Alberto’s lead
creative agency, of its last piece of business with the beauty and
haircare giant.
The account presented a clash with the newly merged agency’s Johnson &
Johnson business.
Media planning and buying remains with Carat, which picked up Alberto’s
entire portfolio - worth some dollars 60 million - just over a year
ago.
M&C Saatchi will drive creative for VO5 outside of London, working with
Alberto-Culver’s International central marketing team in the UK.
M&C Saatchi gained its first foothold on the Alberto roster last
September when it won a pounds 1 million assignment to handle the Andrew
Collinge hairdresser range.
Nick Hurrell, the joint chief executive of M&C Saatchi in London, called
the win ’the best compliment’ the agency could possibly receive from an
existing client.
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