Revlon has launched a review for its global media business, one which sees agencies such as Omnicom’s OMD, IPG Mediabrand’s Initiative and Havas vying for the account. Incumbent MediaCom will not be taking part in the review. Both parties confirmed the move.
In an Adweek report, a Revlon spokesperson said that the brand had decided to review its media business as part of its ongoing efforts to enhance business operations and drive growth.
“We appreciate MediaCom for their service of these past years, but at this time we have decided to go in a different direction,” the statement to Adweek added. Marketing has reached out to Revlon for comment. In a statement to Marketing, a MediaCom spokesperson confirmed that on 23 March 2018, Revlon had informed the agency of its intent to begin a media review. The agency responded in 24 hours that it would not be participating.
“We thank Revlon for the opportunity to help grow its global brands over the past seven years and wish them well,” the MediaCom spokesperson added.
The move comes nearly one year after the cosmetics brand consolidated its global ad business with WPP, naming Grey its creative partner while retaining MediaCom for media planning and buying. Previously, the account was split with Publicis. The move saw Grey providing integrated communications services including traditional and digital advertising, as well as promotion and activation marketing, globally and throughout Asia Pacific. This extends to Revlon’s portfolio of brands such as Elizabeth Arden, Elizabeth Taylor, Revlon and Cutex.
Revlon is one of the latest clients to review its agency business with WPP. Just two weeks ago, global media reports emerged that WPP client Ford Motor Company put its US$4 billion creative account up for review, after almost 75 years working together.
A Reuters report added that the review does not impact all accounts with WPP, and does not involve accounts with WPP in China, public affairs and US dealerships. The Ford news came weeks after WPP revealed its separation with chief executive Sir Martin Sorrell with immediate effect. This followed the conclusion of an investigation into an allegation of personal misconduct against Sorrell.