Home / Advertisers / Grey scoops global Revlon without a pitch

Grey scoops global Revlon without a pitch

Are big clients getting fed up with creative pitches? They go on for ever, cost some of the parties a fortune and there’s a recent tendency for agencies to challenge the outcome – just what you need after suffering months of “data-based insight.” And, possibly, the realisation that none of them were any good but you haven’t the heart to start again.

This possibly occurred to US beauty giant Revlon which has just moved its global creative account to Grey and consolidated its media into North American incumbent MediaCom. MediaCom received a massive kick up the bum when it lost £2bn VW last year but, since then, has piling on new business.

But it’s Grey that gets the headlines. Agencies are usually annoyed when internal memos leak but one suspects that Grey boss Jim Heekin was more relaxed about this one, which appeared in Agency Spy. He may even have ushered it out of the door.

I wanted to share the terrific news that Grey has been selected as the global creative agency of record for Revlon, one of the world’s leading global beauty companies with sales in 150 countries.

The global portfolio of brands we will handle includes two of the company’s largest, Revlon and Elizabeth Arden, among others. We will provide integrated communications services including traditional and digital advertising, promotion and activation marketing. Our flagship New York office will serve as the global hub.

Calling Grey one of the foremost beauty agencies in the world, our new client said we demonstrated superb creativity, strategic thinking, integrated capabilities and a deep understanding of the beauty sector.

Revlon’s iconic stature, rich heritage and reputation for continuous innovation has made it an industry leader since the 1930s. It is an honor to be entrusted with Revlon’s brand portfolio and to work together to break new ground in global marketing.

Grey is also owned by WPP, of course, and we don’t know if WPP CEO Sir Martin Sorrelll played any role in this but it’s hardly unlikely.

Revlon, founded by the flamboyant Charles Revson in 1932 with $300, used to be a Madison Avenue legend for its advertising.

They don’t have ASA-style rules on gender stereotyping in the US (yet) but I don’t think we’ll be seeing much of the above from Grey.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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