Supercuts in Review

Supercuts has sent its estimated $10 million media planning and buying account into review, said Patti Langworthy, brand director for the hair-salon chain.

Competing for the business are Icon International; Initiative Media North America; MediaCom; Media edge:cia; Media Kitchen; MediaVest; OMD; PHD; R.J. Palmer; Zenith Me dia; and incumbent Universal McCann, whose sister shop, McCann-Erickson, San Francisco, handles creative.

“We have a great working relationship with McCann, [but] we haven’t done a media review in several years, and it’s time to take a look and see what’s out there,” said Langworthy. “We want to look at the feasi-bility and benefits of splitting up our media and creative accounts.”

Key to the search will be the contenders’ experience with and ability to service franchisee accounts, and their emphasis on local buying, Langworthy said.

The advertiser will cut to a short list this week, with additional meetings to follow in the final round. A decision is expected later this month.

McCann’s latest work broke in April and featured sports commentator and former pro football star Terry Bradshaw, a co-owner of Supercuts’ NASCAR team [Adweek, April 22].

Minneapolis-based Supercuts oper ates more than 1,650 salons in the U.S., Canada, Puerto Rico and England. The chain is a division of Regis Corp., the world’s largest franchisor of hair- and retail-product salons, which also owns brands such as Regis Salons, Master Cuts, Hair Masters and Style America, among others.