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Revlon picks Initiative for global media duties including SEA market

Revlon has appointed IPG Mediabrand’s Initiative to handle global media duties, which also covers the Southeast Asia market, the network confirmed to Marketing.

This follows a review the beauty brand launched last month, which saw other agencies such as Omnicom’s OMD and Havas vying for the account. Incumbent MediaCom did not take part in the review.

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. It added it appreciates MediaCom for the agency’s service over the years, but “decided to go in a different direction”. 

In a statement to Marketing at the time, 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 came 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. This 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.

Read also: Revlon CEO: Brands don’t get old, marketers get lazy

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