Lil-lets/Simple drops Rainey Kelly as new owner rethinks

Accantia Health & Beauty, the healthcare and toiletries company that owns the Lil-lets and Simple brands, has parted company with Rainey Kelly Campbell Roalfe/ Y&R.

The company, which has a media spend of &£4m, says that its limited international presence does not require a full-service agency.

The split comes as Accantia extends its Simple range of products into the men’s market for the first time. Called Simple Skin Defence for Men, the range will be launched in June. Rainey Kelley has already created a press advertising campaign for the brand.

Accantia bought the Simple and Lil-lets brands from healthcare company Smith & Nephew in July last year, as part of a management buy-out (MW July 6, 2000).

Rainey Kelly has handled the two brands for seven years. In January, the agency unveiled Lil-lets’ first national TV campaign since Accantia’s purchase in January. It was the first time for three years that Lil-lets had advertised on TV.

Accantia’s media planning and buying continues to be handled by New PHD.

Accantia head of marketing Chris Fuller says: “The brands are both in strong market positions and the work by the agency had undoubtedly contributed much to that.

“However, Accantia is a young, dynamic organisation, with a limited international presence and does not require the global structure of the Rainey Kelly network.

“We have worked together to push the boundaries of UK advertising, particularly in the tampon market. It is now appropriate for us to look at alternative ways of developing our brand communications on a project-oriented basis outside a conventional agency arrangement.”