Alberto-Culver Co., Melrose Park, Ill., awarded Avrett, Free & Ginsberg, New York, its entire V05 line. Partners & Shevack/Wolf previously handled the V05 hot oil line, worth an estimated $3 million. The other V05 brands, which haven't received much ad support in the past several years, are expected to be backed with larger budgets over the coming year. Media buying for all of Alberto's U.S. brands, worth $50 million to $60 million, will be consolidated at Carat
/MBS, New York. The media portion was previously split between Carat/MBS and Lois/EJL, Chicago.
Copyright January 1999, Crain Communications Inc.