NEW YORK MDC’s Kirshenbaum Bond + Partners has been awarded Avon’s global fragrances account following a review, the client confirmed.
Account billings exceed $60 million, per sources.
Kirshenbaum will be responsible for creative and strategy with executions in TV, print and out-of-home venues on tap. The first work, which is currently being shot, is scheduled to debut in August.
WPP Group’s SoHo Square remains Avon’s lead agency, responsible for skincare and wellness products, as well as global recruitment advertising. It was unclear if Soho Square pitched for the fragrances business; other contenders were not disclosed.
Long known for offering affordable products, Avon has in recent years introduced more upscale and expensive items. In 2003, the company signed actress Salma Hayek as a spokeswoman for cosmetics and fragrance lines. Hayek promotes Today, Tomorrow, Always — while Yankees shortstop Derek Jeter has a signature line called Derek Jeter, Driven.
Avon becomes the second major infusion of new business this year for New York-based Kirshenbaum. Earlier this month, the shop added most of Wendy’s account from Saatchi & Saatchi. Kirshenbaum had previously handled a small portion of Wendy’s business, which is worth more than $400 million overall in annual measured media.
Kirshenbaum has roughly 275 employees and is expected to hire 50 more across all departments, including creative and account management.