Zenith Optimedia wins Toni & Guy business

Zenith Optimedia has been appointed to handle the media planning and buying account for a &£1m campaign by high street hairdresser Toni & Guy.

Toni & Guy operates on a franchise basis and has 200 high street salons – some under its Essensuals brand, aimed at a younger market. It also has branded haircare product Toni & Guy Haircare and Toni & Guy Insights.

The company creates advertising in house. Brian Clark Media previously handled media. Toni & Guy head of media James Tarbuck appointed Zenith Optimedia.

As well as conventional advertising, Zenith Optimedia will exploit the editorial content of Toni & Guy’s in-store TV channel and customer magazine. The latter is produced by Publicis publishing arm Publicis Blueprint.

Toni & Guy launched a mobile messaging service service last September that enables customers to download photos of hairstyles to their phone for 50p, with a portion of the fee going to charity.

The company split in two in November 2002 when Toni Mascalo bought out the European salons business from his three brothers, who own the hair-products business and the American salons. The UK and European salons had a reported turnover of &£150m in 2002.

ZenithOptimedia has also been handed the &£500,000 media business for the Mexico Tourist Board. Mediaedge:cia previously held the account.