Modernista! Adds Global Account from Avon

BOSTON — Modernista! has been selected by Avon Products, the world’s leading direct seller of beauty products, to support the next phase of the company’s global “Let’s talk” campaign.

The work had been handled in-house, with some launch help from New York production company Anita Madeira Inc. Spending on “Let’s talk” is estimated in excess of $30 million in terms of worldwide billings, sources said.

“Let’s talk” first launched in a multimedia push last year in 26 markets worldwide. The assignment for Boston, Mass.-based Modernista! is not expected to have an impact on Avon’s work with New York shop Wieden + Kennedy, which handles $6-10 million in advertising for the client’s Becoming line.