Online Exclusive: Account Action


Agency Continues to Chase Marketer's $125 Million Cosmetic Business

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NEW YORK ( -- Revlon has awarded creative and media responsibilities for its Mitchum antiperspirant brand to Interpublic Group of Cos.' Deutsch, New York, according to executives familiar with the matter.
The account win is good news for Deutsch.
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Incumbent Agency Deutsch Expected to Participate

Beats Wieden & Kennedy
The decision followed a review that included Deutsch and the New York office of independent Wieden & Kennedy. A Revlon spokeswoman would not comment.

Deutsch had created ads for Mitchum in 2003, but the account was dormant last year. Spending on the account was less than $1 million in 2004, but, according to one executive, is expected to increase significantly this year.

Cosmetics account
The win is good news for Deutsch, which is in the participating in a separate review for Revlon's approximately $125 million cosmetics business. Deutsch, the incumbent on the account, is competing against Publicis Groupe's Kaplan Thaler Group, New York, and WPP Group's Berlin Cameron, New York.

Agencies will be briefed this month on an assignment and a winner is expected to be selected by March 1 on the basis of that performance. Revlon declined to comment, as did the agencies involved in that review.

Incumbent since 2002
Deutsch was first assigned media-buying responsibilities for Revlon and agency-of-record status for Almay in 2001 and added creative duties for Revlon in 2002.

Revlon spent $122 million in measured media in 2003 and $61.4 million from January through July of 2004, according to TNS Media Intelligence/CMR.

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