Online Exclusive: Account Action

REVLON AWARDS ACCOUNTS TO KAPLAN THALER, CARAT

Spent $72 Million on Advertising in 2004

By Published on .

Most Popular
NEW YORK (AdAge.com) -- Revlon has awarded creative and media duties to Publicis Groupe's Kaplan Thaler Group and Aegis Group's Carat, respectively, for its Revlon cosmetics brands as well as a new fragrance, according to executives familiar with the matter.
Related Stories:
DEUTSCH WINS REVLON'S MITCHUM ADVERTISING ACCOUNT
Agency Continues to Chase Marketer's $125 Million Cosmetic Business
$120 MILLION REVLON AD ACCOUNT GOES INTO REVIEW
Incumbent Agency Deutsch Expected to Participate

Today's decision follows a review that began in November. Other agencies competing for the business included the incumbent, Interpublic Group of Cos.' Deutsch, New York, and WPP Group's Berlin Cameron/Red Cell, with sibling media agency MindShare.

Deutsch
Deutsch had handled creative and media duties for Revlon cosmetics and hair-care brands.

Revlon's planned new fragrance is named Flair.

Revlon spent $100 million in measured media on its cosmetics in 2003, and $72 million for the first 10 month in 2004, according to TNS Media Intelligence.

None of the agencies returned calls. Revlon did not return calls at press time.

Almay review
Another Revlon cosmetics brand, Almay, is also in review for media and creative duties. Agencies involved in that include Deutsch, the incumbent; Kaplan Thaler Group; and independent Strawberry Frog. The agencies are based in New York.

Deutsch earlier won creative and media duties on Revlon's deodorant brand Mitchum.

Profitable quarter
Revlon on March 8 reported its first profitable quarter in six years. The company earned $46 million, or 12 cents per share, on revenues of $378 million for the three months ended Dec. 31, 2004. For the full year Revlon lost $143 million or 47 cents per diluted share on sales of $1.29 billion.