StarLink Wins Supercuts’ Media Duties

CHICAGO Supercuts has awarded media planning and buying on its estimated $15 million advertising account to Publicis Groupe’s StarLink here after a review, according to the agency.

The agency will handle media strategy and investments for the Minneapolis-based company’s business in the U.S., Canada and Puerto Rico, focusing primarily on local and national television and local radio.

“Supercuts pioneered the concept of the affordable haircut 30 years ago and has since become the most recognized brand in its category,” said Ken Zasky, president of StarLink, in a statement.

Contenders for the media account were Omnicom Group’s PHD and independent media agency KSL in New York, independent shop Cramer-Krasselt in Chicago and independent Laughlin Constable in Milwaukee, according to sources. The incumbent on the business was WPP Group’s Mediacom in New York.

Supercuts, a division of Regis Corp., spent less than $5 million on advertising last year, but nearly $10 million through August of this year, according to Nielsen Monitor-Plus.