Rowland presents the new face of Oil of Ulay

Procter and Gamble is understood to have handed The Rowland Company a massive new PR contract for Oil of Ulay - which includes support for the brand’s move into cosmetics.

Procter and Gamble is understood to have handed The Rowland

Company a massive new PR contract for Oil of Ulay - which

includes support for the brand’s move into cosmetics.



The new contract is believed to carry a budget of around pounds

800,000, and fees of pounds 300,000. It represents a substantial

boost for Rowland which already works on Oil of Ulay’s skincare

products.



Rowland pitched for the work against Lynne Franks - another

Procter and Gamble roster agency.



The brief was described by one industry source as support for a

’radical brand extension’. This is believed to refer to a line of

make-up on which Lynne Franks worked at the end of last year

during trials in the South West of England.



More generally it is to position Ulay - which has been on the

market for 47 years - as a major brand, with a great ’modern

heritage.’



If successful, the campaign is likely to roll out across Europe.

Rowland is already handling a pan-European project for Ulay’s

Daily Renewal range of cleansers.



Another source suggested that the new brief could represent a

more rigidly co-ordinated approach to pan-European PR. At the

moment a lead agency is chosen to provide a template which local

companies can then chose from.



The move coincides with an internal re-jig at Procter and Gamble

which sees PR responsibility for Oil of Ulay move to Andrea

Witty, PR manager for fine fragrances. Witty declined to discuss

plans for Oil of Ulay but confirmed that Rowland was working on a

pan-European project.



Rowland managing director Beverley Kaye said the agency had

enjoyed a long relationship with Procter and Gamble but declined

to comment further.



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