Mitchum Deodorant Reaches Out To Shops

Revlon is considering a global campaign for its Mitchum deodorant brand and has contacted agencies for ideas, sources said.

Revlon’s agency, Interpublic Group’s Deutsch in New York, produced the last Mitchum campaign in July 2002. That year, the New York client spent $3 million in media on the brand, according to Nielsen Monitor-Plus.

Sources said Deutsch is participating in the process.

Publicis Groupe’s The Kaplan Thaler Group in New York and independent Wieden + Kennedy in London and New York have also been contacted for ideas within the last two weeks, sources said.

Revlon’s chief creative officer, Rochelle Udell, is driving the process, sources said.