Lotas Minard eyes Max Factor in Orient

Lotas Minard Patton McIver here might start the new year off with a bang by picking up some new business from its biggest client, Procter & Gamble.
Sources said last week that the New York shop, which handles creative and media planning assignments worldwide for Max Factor International, is in line to pick up some additional Procter & Gamble advertising billings in Japan and the Far East since the client is likely to reassign some brands under the Max Factor umbrella.
LMPM also handles advertising duties for P&G’s two mass fragrances in the United States: Navy and Incognito.
P&G declined to comment if any shifts were underway in the Far East. At press time, executives at LMPM could not be reached for comment.
P&G marketers report that Leo Burnett is the advertising agency for Max Factor in Japan. Leo Burnett adapts the work of LMPM and handles media placement.
Sources said that the new billings could come from a P&G brand named Duomilia, which has not been advertised. LMPM could also be picking up some international P&G ad billings in another part of the globe in early 1993 as well. Leo Burnerr declined to comment.
P&G is currently engaged in a battle royale for market share in Japan with some of that nation’s biggest packaged-goods and cosmetics/ fragrance operations such as KAO and Shiseido.
Shiseido, for example, is the largest cosmetics company in Japan, and P&G has its work cut out for it trying to make inroads against the Japanese giant.
However, P&G’s international growth has been outpacing its results in the U.S., and sources said that the company’s Japanese operations are profitable and growing.
Copyright Adweek L.P. (1993)