The president of newly created Intuition Group, New York, has been busy. She's preparing to move more than a dozen staffers into new offices as the unit of WPP Group begins operations. Packing began last week, and the move is expected to be completed after Thanksgiving.
Right now, she's putting together the staff, discussing office setups and trying to create a culture for a new agency that will specialize in marketing to women.
"People have been calling and saying, 'Why hasn't anyone else done this?' " said Ms. Moskowitz Lepler. "We're probably going to have more work than we know what to do with."
NEW MULTINATIONAL CLIENT
One such call has already turned into a consulting assignment to help a multinational client of another WPP unit appeal to women, she said.
Intuition opened two weeks ago with about $60 million in billings from Bristol-Myers Squibb Co.'s Clairol account; that business previously was at sister shop J. Walter Thompson USA, freeing JWT from a conflict with rival Unilever's Helene Curtis. JWT was awarded an $82 million assignment to handle the January launch of Curtis' ThermaSilk haircare line. Ms. Moskowitz Lepler formerly was management director on the Clairol business at JWT.
Being a woman is not a requirement to work at Intuition, but staffers need to share "a fascination with what is going on with women today," she said.
The first high-level person to be hired from outside JWT is Veronica Nash, named executive creative director, from Lowe & Partners/SMS. It will be a reunion of sorts; Ms. Moskowitz Lepler noted her first job in the business was at Ogilvy & Mather in 1985, where she initially worked with Ms. Nash.
Intuition will be the agency of record for Clairol's Nice 'n Easy, Loving Care, Lasting Color, Ultress, Glints and Natural Instincts hair color brands; it is already working on repositioning two brands. The unit also will handle the launch of a Clairol haircare line scheduled for the end of next year.
NOT LIMITED TO PERSONAL CARE
While the agency will concentrate on marketing to women, it won't limit itself to personal care, said Ms. Moskowitz Lepler. Instead, it also will look at product categories not traditionally marketed to women.
"Women have an incredible role in the decision process for all sorts of products," said Ms. Moskowitz Lepler. Not only do they control the purchasing decisions in product categories traditionally associated with female consumers -- such as package goods -- but also have an increasing say in purchases of hardware and other products in which they were not traditionally a factor.
Since Intuition is starting with the same client she worked with at JWT, Ms. Moskowitz Lepler said her job shouldn't be that different from what she was doing previously, but she added she is trying to develop a new environment that