Bozell Wins Cosmetics Maker

Eight months after launching a nationwide search for an agency, Freeman Cosmetics has reached a decision.
Bozell Worldwide’s Costa Mesa, Calif., office has emerged as the winner of the estimated $10-15 million account after a review, said Ron Monat, senior vice president of marketing at the Beverly Hills, Calif.-based client.
Finalists included Wiley & Associates in Westlake Village, Calif., and the Fuller Group in Los Angeles, among others, sources said.
Dailey & Associates in West Hollywood, Calif., and Team One Advertising in El Segundo, Calif., also participated in the pitch, according to sources.
“Bozell showed a strong combination of both strategic thinking and outstanding creative,” said Monat. “They did a lot of research and brought in their philosophy of advertising, defined in a way which made a lot of sense to us.”
The cosmetics maker has been handling advertising in-house since parting ways with creative shop WPA Communications, Santa Monica, Calif., late last year.
“This is very exciting for us,” said Jim Harrington, general manager at Bozell.
The agency will begin its relationship with Freeman by working on an “aggressive print campaign” for the company’s skin, foot and bath products. The effort is scheduled to break in the first quarter of next year.
In addition, Bozell will fashion a campaign for Freeman’s new vitamin-enhanced offerings, as well as its line of problem hair care products.
Television ads will also be tested in select markets, Monat said.
If the relationship proves successful, Bozell could be awarded additional advertising duties from Freeman and its parent company, Dial Corp., according to Monat. Those tasks could include the Nature’s Accent and Sarah Michaels cosmetic lines, he said.