CIA picks up 4m double brief

CIA Medianetwork has defeated two incumbents to win the centralised 4m media buying and planning account for Schwarzkopf hair care and Henkel Cosmetics.

The accounts move from MBS Media, which handled the Gliss hair care brand for Schwartzkopf, and Optimedia, which has lost the Henara hair care and Thera-Med toothpaste brands from Henkel.

The centralisation was prompted by Henkel’s acquisition of Schwartzkopf in August. It is understood that changes to the marketing strategies for the brands are planned.

“The pitch was about demonstrating our strategic skills and planning tools,” says Matt James, CIA Medianetwork’s account director on the business. “With a three per cent share of the market and competition like Procter & Gamble and Unilever, we have to make them punch above their weight.”

Schwarzkopf sales and marketing director Peter Mangion says: “CIA Medianetwork impressed us with their thought-provoking ideas for differentiating our brands in an increasingly cluttered market.”

The win was delayed by extended negotiations over the terms of business, as CIA is understood to have asked for the highest fee of the three agencies which bid.

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