Della Femina Ends 10-Year Stetson Run

NEW YORK Della Femina Rothschild Jeary and Partners said it has withdrawn from Coty Cosmetics’ review of its estimated $10 million Stetson account, after more than 10 years as its agency of record.

“It was a very, very reluctant withdrawal,” said Michael Jeary, president of the New York agency. “I just stand behind our work. If they think they need to go and date, then they have to go out and date. I think in the end they’ll find they’re partner was a pretty good deal.”

The review was sparked, in part, by the arrival of Anastasia C. Ayala, senior vice president of global marketing at Coty Beauty U.S. The New York-based client contacted prospective shops in November, and issued a request for proposal that was due in mid-December. Meetings are scheduled for the week of Jan. 26, sources said.

Along with the fragrance line’s Stetson cologne, duties include advertising for Lady Stetson, Stetson Sierra, Stetson Country and Stetson Untamed, a new scent aimed at 18-35-year-old men. The incumbent’s last work, for Untamed, launched during the holiday season and featured a young cowboy in a rodeo arena.

Media duties, handled by Omnicom’s OMD in New York, are unaffected by the review, sources said.

Ad spending on the brand has declined in recent years, from nearly $30 million in 2000 to about $15 million in 2001 and roughly $8 million in 2002, according to Nielsen Monitor-Plus. In the first nine months of 2003, spending totaled less than $1 million.

Roth Associates, the New York consultancy conducting the review, did not return calls. The client could not be immediately reached for comment.