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
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
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
Rowland managing director Beverley Kaye said the agency had
enjoyed a long relationship with Procter and Gamble but declined
to comment further.