Revlon Consolidates Its Multimillion-Dollar Global Ad Business With WPP’s Grey and MediaCom

Brands include Elizabeth Arden, Cutex and Elizabeth Taylor

Grey became available for the Revlon account after Coty bought CoverGirl away from P&G in late 2016. Revlon
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American cosmetics giant Revlon has consolidated its global advertising business with WPP, naming Grey as its creative agency of record while retaining MediaCom for media planning and buying duties around the world.

There was no formal review.

“Grey has a long track record and deep expertise in the beauty industry,” said president and CEO Fabian Garcia in a memo to all Revlon employees this afternoon, adding that the network’s New York headquarters will handle the business and that its roster will include several top brands, including Revlon and Elizabeth Arden in addition to fragrances like Charlie, Curve and Elizabeth Taylor, and other beauty lines like Cutex.

“Additionally, we have expanded the scope of MediaCom, with whom we were already working,” he continued, “and they will now serve as the global media agency of record for all planning and paid media buying across all brands.”

Revlon moved its North American media account from Carat to MediaCom without a review in 2010 and named the WPP network global AOR for all of its brands the following year.

Garcia noted that Grey has longstanding experience in the beauty field. It has been agency of record for P&G’s Pantene for nearly 30 years and won global creative duties on Herbal Essences without a review in 2016. It also handled advertising for CoverGirl and Clairol before Coty bought those two brands from P&G in late 2016. The agency later resigned the account, which then went to Droga5 without a review.

“I wanted to share the terrific news that Grey has been selected as the global creative agency of record for Revlon, one of the world’s leading global beauty companies with sales in 150 countries,” wrote Grey global CEO Jim Heekin in an internal memo. “We will provide integrated communications services including traditional and digital advertising, promotion and activation marketing.”

He proceeded to thank Grey New York CEO Debby Reiner, global account director Seema Patel and executive creative director Alice Ericsson, who leads the Grey beauty team, for their unspecified contributions to the win.

“Revlon’s iconic stature, rich heritage and reputation for continuous innovation has made it an industry leader since the 1930s,” Heekin wrote. “It is an honor to be entrusted with Revlon’s brand portfolio and to work together to break new ground in global marketing.”

Revlon did not explain the reasoning behind the decision to consolidate its global marketing business.

The precise size of the accounts is also unclear, though estimates of global yearly spending totals for Revlon and Elizabeth Arden alone reach into the hundreds of millions, making this one of the ad industry’s largest single account wins of the year to date.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.