Revlon Opts to Keep Carat

NEW YORK In an unexpected reversal, cosmetics giant Revlon said it would not place its media planning and buying chores at Interpublic Group’s Initiative, but will retain the incumbent, Aegis Group’s Carat.

Last month, the New York-based client awarded media to Initiative without a review. Revlon spent $120 million on U.S. ads in 2006, up 22 percent over the previous year, per Nielsen Monitor-Plus.

Kiki Rees, svp, media and communications at Revlon, said the proposed switch was facilitated in part by the fact that Initiative has close ties to Revlon creative shop Endeavor (Interpublic has a minority stake in the agency’s marketing arm), and that hiring Initiative would result in cost savings on media services.