MediaVest Continues With PUR After Review

Brand was sold by P&G in 2010

MediaVest will continue to work with PUR as its media agency of record after a review involving three other undisclosed agencies.

The Publicis Groupe unit had been handling online and offline media planning and buying for the line of water filtration products before the company was purchased by Kaz, the healthcare and home environment division of Helen of Troy Ltd. in December 2010. PUR had previously been owned by Procter & Gamble. Roth Associates, N.Y. oversaw the agency review.

In 2011, PUR spent $13.6 million in measured media, per Nielsen. That amount does not include b-to-b advertising or Internet spending.

The review, led by Kaz, also included Helen of Troy’s Idelle Labs skin and hair care products division, which markets brands like Infusium 23. That unit chose not to shift its $10 million-$12 million in media spending.

Helen of Troy is a personal care and houseware appliances company, with products like OXO and others, under license, like Revlon, Vidal Sassoon, Dr. Scholl’s and Braun.

Retaining its relationship with the PUR brand follows news earlier this month that MediaVest won Heineken's global consolidation of media business in a review where it bested WPP Group’s Mindshare.