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Online Exclusive: Account Action

ELIZABETH ARDEN CONSOLIDATES MEDIA ACCOUNTS WITH OMNICOM

Goodby, Silverstein to Oversee Ad Strategy for Global Initiatives

By Published on .

SAN FRANCISCO (AdAge.com) -- Cosmetics company Elizabeth Arden has named Omnicom Group's Goodby, Silverstein & Partners, San Francisco, agency for strategic oversight for global initiatives.
Goodby Silverstein will handle brands including Elizabeth Arden, House of Taylor and Britney Spears Beauty.

Media duties
The cosmetics retailer is also putting advertising media buying and planning duties within Omnicom. Goodby will handle U.S. media planning, and PHD will buy media. OMD Worldwide, London, will handle international media planning and buying.

Ron Rolleston, chief marketing officer for Elizabeth Arden, said the company's goal is to "achieving a cohesive and impactful worldwide marketing strategy."

Billings were not disclosed, but Elizabeth Arden spent $30.2 million in measured U.S. media in 2004, up from $20.9 million in 2003, according to TNS Media Intelligence.

Sold in 5,000 stores worldwide
Goodby Silverstein, which started working with Elizabeth Arden in 2002, will handle brands including Elizabeth Arden, House of Taylor and Britney Spears Beauty. Elizabeth Arden markets some 50 perfume and 250 fragrance and cosmetic lines sold in 5,000 stores worldwide from Nordstroms to Wal-Mart.

The agency has been producing TV and print ads for Elizabeth Arden, starting in 2002 with a campaign for Elizabeth Taylor products. Most recently, it helped launch Britney Spears' line, Curious Britney Spears, which jumped to the best-selling fragrance in terms of department store sales, according to the company.

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