CHICAGO Revlon has awarded creative duties on its $5-10 million hair care advertising account to Omnicom Group's Martin/Williams after a review.
"We are going to shake the category," said Tom Moudry, CEO and CCO of the Minneapolis agency. "On the merits of great creative ideas, we won the business and have a good chemistry going into the partnership."
Though he said he did not know who the other contenders were, Moudry said he felt the agency was the "dark horse" in the review. He said he believed the agency's work for Payless ShoeSource helped get the shop in the door.
"There are some similarities between the two brands," Moudry said, noting that both Payless and Revlon give women a chance to try out new fashions and looks without making a huge financial commitment. "In both cases, the opportunity you will be afforded is the confidence to be able to do that without spending [excess] money or time to make it happen."
The assignment will involve creative for the New York company's hair care and hair color products, according to a client representative. The business was previously handled in-house, according to the rep.
"Martin/Williams came into the agency review and really impressed us with some breakthrough and memorable ideas and work," said Debra Dowd, vice president of marketing for the company's hair business, in a statement. "They clearly demonstrated an understanding of what resonates with our consumer and how to reach her in new and interesting ways."
Martin/Williams first work is expected by the end of the year. In a category that has been rife with celebrity spokespeople and similar adjectives, Moudry said the agency would look to do something different. "I think there is a way to make the same points, only with a little more relevance, and do it in a creative way that's fresh," he said.
Contenders for the business could not immediately be determined. Revlon spent only $5 million on its hair care product advertising last year, according to Nielsen Monitor-Plus.
Revlon's advertising agency roster includes Publicis Groupe's Kaplan Thaler Group in New York, which handles color cosmetics and Vital Radiance, and Omnicom's Arnell Group in New York, which handles Almay, according to the rep.