Alberto Culver Picks Maxus

Alberto Culver has awarded U.S. media chores to WPP’s Maxus after a review, according to sources. Aegis Group’s Carat has handled the assignment.

The company spends close to $100 million on domestic measured media annually. The scope of work for the U.S. assignment includes traditional and digital media planning and buying, per sources.

Alberto Culver conducted a global pitch, although the bulk of the spending is in the U.S. Alberto Culver’s worldwide media outlay is estimated between $125-150 million. Information on winners in other markets was not immediately available.

Maxus declined comment and referred calls to the company. Neither Carat officials nor Alberto Culver reps immediately responded to queries.

The media review award comes a month after Alberto Culver selected Havas’ Arnold and IPG’s Mullen for global creative duties.

Alberto Culver confirmed that Arnold in New York would handle the St. Ives and Noxzema global skin-care businesses, as well as the Nexxus hair-care brand. Mullen in Winston-Salem, N.C., picked up the global TRESemme business.

The beauty/skin care marketer confirmed launching parallel creative and media reviews in January. At the time, the company noted it had been over a decade since the last time it had done so and that it had added a number of assets to its portfolio in the mean time including last year’s purchase of Simple Health & Beauty and before that, the acquisitions of the Nexxus and Noxzema brands.

Alberto Culver reported revenue of more than $1.4 billion in fiscal year 2009, and markets its beauty and household products in more than 120 countries worldwide.