Matchworks, Morgan Anderson to Guide Revlon Review

NEW YORK Revlon has tapped two consultancies to handle the review for its estimated $125 million ad account, sources said.

Matchworks and Morgan Anderson Consulting, both here, will work together on the process, sources said. Neither company could be immediately reached for comment.

Revlon put its account into play on Tuesday and said Interpublic Group’s Deutsch in New York, which has handled the Revlon and Almay brands since 2001, and its media since 2002, would defend the business [Adweek Online, Nov. 16].

A Deutsch executive declined to comment on whether the agency would participate.

MDC Partners’ Kirshenbaum Bond + Partners in New York had been Revlon’s agency before the business moved to Deutsch.

Deutsch’s recent ads for the cosmetics company have used the word “Bellisimo” and featured celebrities such as Halle Berry.

The Revlon review comes in the midst of presentations for the client’s Mitchum deodorant brand. Client executives, led by chief creative officer Rochelle Udell, began contacting shops in September about handling that piece of business, sources said [Adweek, Sept. 20].

Deutsch made its Mitchum presentation this month, sources said. Independent Wieden + Kennedy in New York will pitch Mitchum on Friday with help from its London office, which handles Mitchum overseas. Publicis Groupe’s The Kaplan Thaler Group, also in New York, had been approached early on about Mitchum but did not pursue it, sources said.

In the last two years combined, Mitchum had a media spend of less than $1 million, according to Nielsen Monitor-Plus. But sources said the client has indicated that it plans to spend up to $10 million in media on the brand.

Executives at the agencies referred calls to the client. A rep for Revlon could not be reached for comment.

About the larger review, Revlon released a statement on Tuesday saying, “Recent advertising campaigns, particularly on the Revlon brand, have been breakthrough and have done very well. As we continue to strengthen our marketing initiatives to position Revlon as a thought leader in the category, we want to ensure that we maximize our approach in how we speak to our consumers. Deutsch is a good partner in executing Revlon’s advertising plans and we are proud of the work that we have done together.”

This story updates an item posted on Nov. 16 with the news that Revlon has hired Matchworks and Morgan Anderson.