Revlon in Global Review: Scooping the US Press Again

Steve’s breakdown: This review may be part of the WPP explosion because they just gave Grey the biz last July. But it really doesn’t matter because there’s research to get done into their digital programs. You got to figure your may in there.

NEW YORK, NY: Revlon is reviewing its global media planning and buying business.

The move comes less than a year after the cosmetic company consolidated its global advertising business with WPP, naming Grey as its creative agency of record while retaining MediaCom for media planning and buying duties around the world.

MediaCom in Australia has held the Revlon media account since 2010 when it shifted from Initiative.

A global MediaCom spokesperson told AdNews the agency will not participate in the review.

“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,” the spokesperson said.

AdNews understands Revlon’s New York leadership is currently in Australia and in conversations with senior leadership in this market.

Revlon spent more than $400 million on paid media around the world in 2016, according to its own earnings reports. It doesn’t split out its Australian marketing spend.

Revlon in Australia was unable to respond to AdNews’ requests for comment this morning.


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