Revlon Splits Biz Between Agencies

Kirshenbaum Bond & Partners’ existing relationship, and Deutsch’s team and integrated resources were both rewarded last week by Revlon.

“They wanted to work with both of us, so this is how they found a way to do that,” said one winning executive. Deutsch landed media buying duties for Revlon and Almay, and the New York shop will also handle creative on the latter. Kirshenbaum Bond & Partners, also New York, was awarded creative duties on Revlon.

“We got the big boy assignment,” said one Deutsch executive. “Doing the media assignment and Almay is more than 50 percent of what was on the table.”

Media spending on Revlon is upwards of $100 million, while Almay was estimated at $40 million. The two shops and McKinney & Silver made final creative presentations two weeks ago in New York, sources said.

The brief from the New York-based client had asked agencies to “modernize the Revlon brand.” The review began in November when Revlon decided to dissolve its in-house agency, Tarlow [Adweek, Nov. 6].

KSL Media, here, was the media buying incumbent, and it was unclear if the shop had been asked to defend the business.

Sources said Kirshenbaum had the edge in winning the Revlon business because shop principal Richard Kirshenbaum has a particularly strong relationship with Cheryl Vitali, evp, general manager of Revlon Brand Equity Group.

In December, the client awarded the advertising launch of its new Skinlights face illuminators to Kirshenbaum. The same month, Laspata/DeCaro, a New York boutique, was tapped to handle Revlon’s Ultima II line of products.

For Deutsch, director of media services Peter Gardiner made the media presentation.

AAR Partners in New York negotiated the compensation package.