Following a review, Albetro Culver has tapped Havas’ Arnold and Interpublic Group’s Mullen to handle its global creative assignment, the company has confirmed.
Alberto Culver’s estimated annual ad spending in the U.S. is $100 million, while spending in the U.K. is around $25 million. The total global media outlay could not be immediately determined.
Alberto Culver confirmed the assignments in a statement, noting that Arnold in New York would handle the St. Ives and Noxzema global skin-care businesses, as well as the Nexxus hair-care brand. Mullen in Winston-Salem, N.C., picks up the global TRESemme business. The new relationships begin immediately.
After struggling through much of 2009 at the height of the recession, Arnold and Mullen, both based in Boston, have welcomed significant new business this year. Arnold’s recent additions include CVS, New Balance and Boiron, while Mullen’s wins include Century 21, Foxwoods and JetBlue.
IPG’s Campbell-Mithun in Minneapolis had handled TRESemme. Alberto-Culver’s skin-care brands had been with independent shop Wieden + Kennedy in New York, which split with Albero Culver earlier this year.
Media chores remain in play, though a decision is expected within a week, per sources. Aegis Group’s Carat is the media incumbent in the U.S., and sources familiar with the matter said the shop is defending.
Alberto Culver reported revenue of more than $1.4 billion in fiscal year 2009, and said it markets its beauty and household products in more than 120 countries worldwide.