Turkish soap marketer centralizes account at McCann

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ISTANBUL -- Turkish soap and cosmetics manufacturer Evyap Sabun, Yag, Gliserin Sanayi ve Ticaret A.S. has appointed McCann-Erickson Worldwide and Universal Media to its ad account across nine countries in Eastern Europe, Central Asia and the Balkans, with an international budget that has tripled this year.

Local ad agencies that had been working on the account have been dropped. In its domestic market, however, Saatchi & Saatchi Advertising Istanbul, Pars/McCann-Erickson and Yorum Publicis will handle the business.

Last year, the company - whose brands include Duru, Fax and Arko soaps, and Sanino toothpaste and shaving cream - spent $3.5 million on advertising internationally. This year, its overall budget will be $16 million, with $10 million diverted to international promotion.

In addition, the company will use media it hasn't employed before, such as billboards. A new marketing team, headed by Marketing Director Mustafa Arin, was installed this year, taking the marketer, which previously relied almost entirely on national TV, into other forms of media such as radio, print and sponsorship. "It is nearly impossible to stay away from outdoor in Russia where it is a heaven for this medium" says Mr. Arin.

This year, the company plans to advertise in Russia, Ukraine, Romania, Poland, Bulgaria, Azerbaijan, Kazakhstan, Kyrghzistan and Albania. Evyap produces 1,000 tons of soap every day, and heavy, continuous ad support has helped make Duru the leading soap brand in several countries in the region.

Copyright July 1998, Crain Communications Inc.

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