2 Assignments For Kaplan Thaler

The Kaplan Thaler Group has picked up two new assignments: one from the Clairol division of Bristol-Myers Squibb and another from the American Red Cross.
The 4-month-old agency, headed by former Wells BDDP executive creative director Linda Kaplan Thaler, picked up creative duties on the estimated $5-7 million Clairol Herbal Essences body wash business without a review, the client confirmed. The account had been at Bozell Worldwide here for the past year.
The move was an expected consolidation of the Herbal Essences line at Kaplan Thaler, which already handles the shampoo and conditioners. Linda Kaplan Thaler developed the body wash campaign when the business was at Wells; the account was moved to Bozell because of a conflict with Procter & Gamble’s Oil of Olay account.
Kaplan Thaler now handles accounts worth a total of about $60 million. Media buying for Clairol brands is done in-house.
In addition to Wells, Linda Kaplan Thaler has worked with Clairol at J. Walter Thompson in New York. She referred calls to the client.
The shop has also been asked to create a TV, print and radio campaign for the American Red Cross’s 1998 Annual National Disaster Fund Raising Relief effort, a paid assignment. “[Linda Kaplan Thaler] has previous experience with the Red Cross [at Wells] on the Rwanda relief campaign,” said Nancy Crozier, director of national advertising for the Red Cross.
The spots, which break in the spring, will be distributed to stations as public service announcements.