McKinney Loses Bid

McKinney & Silver’s grab for the $100 million Revlon cosmetics business came up short.

Kirshenbaum Bond & Partners has won creative duties for the account, according to sources.

The New York shop topped Ra-leigh, N.C.-based McKinney after a review that began in November when the client dissolved its in-house agency, Tarlow Advertising.

Deutsch in New York, which had also competed for Revlon, has won all broadcast and print buying duties for the Revlon and Almay brands, whose account billings are estimated at $40 million.

Andrew Delbridge, McKinney’s director of account planning, described his shop’s pitch as a campaign that would “regain Revlon’s connection at a visceral level … celebrate women rather than telling them how they should look.” The presentation was so emotional,Delbridge said, that at one point, a female creative jumped on a table and started “emulating a rock musician playing [an instrument.]”

Media planning will continue to be performed by Rev-lon. Neither agency nor client officials could be reached for comment.

In January, the client met with agency finalists and asked them to modernize the Revlon brand [Adweek, Jan. 8]. During a three-hour meeting both sides reviewed the 40-year advertising history of the cosmetics giant and the shops were briefed on the assignment, which included both the Revlon and Almay brands.

In December, a hint: the client awarded the advertising launch of its new Skinlights face illuminators to Kirshenbaum Bond.