IPG Mediabrands’ Initiative Snags Global Revlon Media Account

IPG Mediabrands’ Initiative Snags Global Revlon Media Account
B&T Magazine
By B&T Magazine



IPG Mediabrands-owned Initiative has been awarded Revlon’s global media account following a competitive pitch.

First reported by AdAge, the agency won the account from incumbent Mediacom.

In a statement to AdAge, Mediacom said, “On March 23, Revlon informed us of its intent to begin a media review.

“We responded within 24 hours, letting the client know that we did not wish to participate. We thank Revlon for the opportunity to help grow its global brands over the past seven years and wish them well.”

Last year, Revlon reported US$550 million in global ad spend.

The news follows another win by an IPG-owned agency, with UM Media scoring Nestlé’s ANZ media account just yesterday.

UM took the media account from incumbent agency Group M-owned Wavemaker who had the account for three-and-a-half years, originally awarded to MEC which then merged with Maxus to create Wavemaker.

Nestlé director of communications & marketing services Therese Kallie said at the time of announcement, “The agency review follows global best practice – ensuring that we continue to re-examine how we manage our media investment, which moves beyond the old world of strategy, planning and buying – to address the challenges posed by an attention poor target audience and the dynamic, ever-changing media landscape.”




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