$120 Mil. Revlon Media to Initiative | Adweek $120 Mil. Revlon Media to Initiative | Adweek
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$120 Mil. Revlon Media to Initiative

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NEW YORK Interpublic Group's Initiative has been awarded media planning and buying chores for cosmetics company Revlon without a review, sources said.

The incumbent was Aegis Group's Carat.

Revlon spent $120 million in U.S. media in 2006, up 22 percent over the previous year, per Nielsen Monitor-Plus.

Carat retains Revlon's digital buying and planning through Carat Fusion, sources said. Also, Carat Canada retains buying and planning for Revlon in that country. A Carat rep referred questions to the client.

Kiki Rees, a representative for New York-based Revlon, declined comment.

For Initiative, the win sustains momentum the shop has enjoyed in recent months and reaffirms its strategy to bolster its planning capability.

Richard Beaven, who oversaw planning on the Procter & Gamble account for Publicis Groupe's MediaVest, joined Initiative last fall as North American CEO.

Two weeks ago, the agency was awarded the consolidated $400 million media planning and buying account for Bayer's consumer care division after a review. Previously, Omnicom's OMD handled planning on Bayer, while Initiative had buying chores.

Notable new business wins for the IPG media shop last year included CBS/Showtime, Lionsgate Films and Gateway.

The Revlon media switch comes a month after the client launched a major campaign for a hair care product called Colorist. Those ads featured singer Sheryl Crow and the work debuted on the Super Bowl telecast, an unusual venue for a product that targets women. IPG's Momentum, an event marketing company, created that campaign, sources said. Momentum executives were not available for comment.

The company has a lot riding on the new Colorist line after two product launches last year—for a line of cosmetics called Vital Radiance and a relaunch of the Almay brand—failed to meet expectations.

Neither Initiative nor Carat executives could be reached for comment.