Lil-lets hands creative account to start-up Us

Lil-lets, the sanitary protection brand owned by Accantia Health & Beauty, has awarded its £1.5m creative account to the London start-up agency Us.

Lil-lets, the sanitary protection brand owned by Accantia Health & Beauty, has awarded its &£1.5m creative account to the London start-up agency Us.

The appointment follows a review out of Rainey Kelly Campbell Roalfe/Y&R last year, when Accantia decided it did not require a full-service agency because of its limited international presence (MW May 10, 2001). Rainey Kelly Campbell Roalfe/Y&R had handled the Lil-lets and Simple brands for seven years.

The media, through PHD, is unaffected by the decision.

It has emerged that Us has already started working on other Accantia brands, including the Simple skincare range. The start-up agency, founded by ex-HHCL & Partners staff Mark Howard and Jo Tanner, has created a national television ad for Lil-lets which goes on air this week.

The advert, which claims to be the first of its kind to demonstrate a tampon’s absorbency, has won approval from the British Advertising Clearance Centre to compare the brand with its competitors.

Last year’s TV campaign for Lil-lets, through Rainey Kelly Campbell Roalfe/Y&R, marked the product’s return to TV after a three-year absence.

Accantia bought the Simple and Lil-lets brands from healthcare company Smith & Nephew in July 2000, as part of a management buy-out (MW July 6, 2000). The Simple range was extended into the men’s market last June when it launched Simple Skin Defence for Men.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here