Bartle Bogle Hegarty has snatched the UK creative accounts for three
Elida Faberge brands worth pounds 6 million. The wins are: Salon
Selectives from BMP4, Lynx Skin Systeme from Ammirati Puris Lintas and
Pears Soap from J. Walter Thompson.
BBH was awarded the accounts by Elida Faberge’s brand development
director, Simon Clift, following its appointment in June 1995 to handle
the launch of the fragrance, Addiction, and a branding campaign for
Unilever, which owns Elida Gibbs, operates a ‘club agency’ system,
whereby the majority of its work is handled by JWT, Ogilvy and Mather,
McCann-Erickson and APL.
The BBH coup suggests that Unilever’s marketers want to exercise their
freedom to shun internationally aligned roster shops and appoint local
However, no formal notification had reached some of the losing agencies
as Campaign went to press.
At O&M, which announced in July that it had won Salon Selectives in the
UK following Unilever’s acquisition of the parent brand, Helene Curtis,
managing director, Tom Bury, said: ‘Our understanding is that BBH has
been working on a project basis for Salon Selectives. Our contract
starts in January 1997. I don’t know whether there is a global exception
for the UK.’
Virginia Creer, the joint managing director of BMP4, commented: ‘We have
had no official notification, but we know the story is true.’
BBH’s group director, Julian Martin, said: ‘Our relationship with Elida
Faberge in the UK has evolved from a single project to five ongoing
brands in little more than a year.’
Unilever is likely to channel most of the pounds 6 million spend - up to
pounds 3 million - into updating the image of Salon Selectives - a range
of haircare products that is best-known for an infamous jingle which is
likely to be killed off.
New advertising for Pears Soap, the oldest soap brand in the world which
was launched in 1789, will focus on the soap’s original image.
Pears Soap last advertised on TV in the early 80s, but has confined
itself to low-spend brand advertising for product variants in recent
Media for all three brands remains with Unilever’s media buyer,
This article was first published on Campaign