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Alberto Culver launches creative review

29 Jan
Alberto Culver, the health and beauty products manufacturer, has launched a global review of its creative and marketing account, it has emerged.

The US company, which opens the VO5, Alberto and Simple brands, is making the move after carrying out a number of acquisitions in the past few years, Campaign reports.

Its £15 million UK business is included in the evaluation, meaning incumbents Euro RSCG and Carat may have to repitch if they want to retain the business.

The firm acquired Simple Health & Beauty for £240 million in December 2009, a deal that was overseen by legal firm CMS Cameron McKenna.

It is not yet known whether the Simple brand is included in the review. Last year, it spent £2 million on media activity, which was carried out by creative jobs providers Rainey Kelly Campbell Roalfe/Y&R and PHD.

Another firm to have launched a review this week is EA Sports, a division of videogame maker Electronic Arts.

PR Week reports that it is asking five agencies to pitch for the business, which would include handling brands such as the Fifa and Madden NFL games.ADNFCR-2176-ID-19587254-ADNFCR
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