Bates No Longer Envi of Others

IQ Products of Houston has parted ways with Bates Southwest, less than four months after it hired the Houston agency to help launch its line of Envi beauty aids and body care products in a $10 million push.
Bates Southwest chairman Jerry Kerr confirmed the relationship has ended as a “mutual parting based on philosophical differences.” IQ chairman Yohanne Gupta could not be reached at press time.
It could not be determined whether IQ is looking for another agency to fill the vacancy, or if it is pulling the account in-house.
IQ hired Bates in August for its three-year-old Envi brand, just as the company was launching its line of baby, skin and nail care products in national chain stores, including Wal-Mart and Walgreens.
Kerr said the agency had not produced any work for Envi before the split. “It had only been in the strategic development process,” said Kerr.
Bates was selected over The Richards Group in Dallas last summer, Gupta previously said [Adweek, Aug. 31, 1998]. Richards principal Jan Deatherage confirmed last week the shop held recent discussions with IQ, but there were no plans for further talks.
The work from Bates was to be IQ’s inaugural advertising and promotional campaign for Envi, which also includes shampoos, hair sprays, shaving creams and some 60 other items. The $10 million budget was for advertising alone.