Ketchum catches Combe color job

PITTSBURGH: Combe has tapped Ketchum/Pittsburgh’s health and lifestyle group to lead its dollars 650,000 Just for Men haircolor PR campaign.

PITTSBURGH: Combe has tapped Ketchum/Pittsburgh’s health and lifestyle group to lead its dollars 650,000 Just for Men haircolor PR campaign.

PITTSBURGH: Combe has tapped Ketchum/Pittsburgh’s health and

lifestyle group to lead its dollars 650,000 Just for Men haircolor PR

campaign.



Ketchum’s appointment ends Combe’s relationship with Marina Maher

Communications and Wirz & Associates, who had split the account over the

last four years.



Combe corporate communications director Marcie Klein said the company

conducted an agency review of 10 candidates, including the two

incumbents, late last year. In the end, Combe was sufficiently impressed

by Ketchum’s presentation to place the entire Just for Men account in

the firm’s hands.



’2000 is a pivotal year for us,’ said Klein. ’We want a real breakout

campaign with new thinking.’ Tentative plans call for the hiring of a

national media spokesperson as well as a major media event.



The Just for Men business will dominate the attention of the

Ketchum/Pittsburgh health and lifestyle division, as eight of its 15

staffers will work on the account. Ketchum VP and group manager Lisa

Fischetti said the agency’s short-term goal is to up the product’s

current 61% market share.



Combe’s haircolor products, which also include Grecian Brands, dominate

the men’s market, owning a 78% market share.



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