Alberto-Culver Co., Melrose Park, Ill., hired M&C Saatchi, London, to handle its Alberto VO5 haircare brand in all international markets outside North America. Spending is estimated at $40 million. Lowe
Lintas & Partners Worldwide, London, previously was the brand's lead international agency; it handled VO5 in the U.K., the brand's top overseas market, while local agencies executed ads in a dozen other international markets.
Copyright May 2000, Crain Communications Inc.