Ogilvy Wins $40-50 Mil. Perrier Account

Ogilvy & Mather Worldwide, which created an award- winning campaign for Perrier six years ago, has reclaimed the account. The agency network won the estimated $40-50 million global account of Perrier from Publicis S.A. without a review, sources said last week.
The move reverses a global consolidation of the brand at Publicis four years ago.
Geraldine Lafuge, a representative at Ogilvy’s Paris office, confirmed the move.
Lafuge added that the account win is part of a larger realignment of agency assignments by Perrier parent Nestlƒ. In a swap, Ogilvy in Paris lost ad duties for the Valvert bottled water brand to Publicis’ Paris office, which also won a new, unnamed bottled water product.
Ogilvy’s Paris office–which will serve as lead agency for the global account–handled the Perrier brand in France from 1990-93. In 1991, the agency won a Grand Prix at the International Advertising Festival in Cannes for an ad that showed a woman defeating a lion in a roaring contest over a bottle of Perrier.
Executives at Perrier Group’s parent, Perrier/Vittel; Nestlƒ Group in Paris; and Publicis either declined comment or could not be reached.
Ogilvy’s win includes both creative and media duties, said sources. Perrier spends around $5 million advertising its base brand in the U.S., but spending is significantly higher overseas.
The brand Perrier shift follows a realignment of Perrier Group’s agency roster in the U.S. just weeks ago. McCann-Erickson in New York added three Perrier brands from The Lord Group in New York, which lost all its Perrier business. In addition, the Calistoga brand was shifted from Publicis/ Bloom in New York to San Francisco-based Citron Haligman Bedecarrƒ.
Perrier/Vittel claims it controls over 12 percent of the world’s bottled water market. U.S. sales for the brand rose 5 percent to $25 million for the year ending Aug. 17, according to Information Resources Inc.–with Rob Lenihan and Teresa Andreoli