J Walter Thompson has won the 6m worldwide account for Benc-kiser’s Rimmel cosmetics range.
The agency beat Roose & Partners, Ammirati Puris Lintas and Bartle Bogle Hegarty to the business.
The brand will be relaunched and taken upmarket in spring next year. The relaunch, which will pitch the make-up range to the mid-market – in competition with Boots no7 – follows Benckiser’s purchase of Rimmel last year.
Rimmel wanted an agency with a solid European presence as the brand is strong in Germany, Italy and the Netherlands, where it already has a more upmarket profile.
The account was formerly handled by Abbott Mead Vickers. BBDO in the UK.
In a separate move, JWT has finally picked up the Mazda above-the-line account in the UK. Howell Henry Chaldecott Lury has held the 4.5m account since 1993 but was not invited to repitch.
Mazda marketing director Chris Owens says JWT was picked to bring the UK into line with the rest of Europe, where the advertising is handled by the JWT network.