Redmond Boosting Aussie Budget As Webber Sets New Strategies

CHICAGO-Redmond Products will boost spending by one-third in 1998 to $16 million to support new products and a new marketing strategy.
“Redmond has never wanted to be Procter & Gamble. It’s always relied on innovation rather than size, and that will continue,” said Charly Webber, president of Webber Advertising in Minneapolis. The agency has handled advertising for Redmond since 1984, when the client’s lone product was Aussie 3 Minute Miracle conditioner. The Minneapolis-based firm now has nearly 40 products under the Aussie brand.
Redmond’s advertising strategy for 1997 has been to focus on the teen market and promote its array of new styling products like Sprunch Spray.