Mustoes is understood to have won the £2m advertising account for lip balm brand Blistex, following a competitive pitch with several undisclosed agencies.
Bray Leino, the incumbent agency, was not involved in the pitch although it is not clear how it will affect its relationship with parent company Dendron. It handles the Ibuleve pain-relief gels, nasal decongestant Happinose and eye infection ointment Golden Eye. The agency has worked with the company since 2004.
It is believed Mustoes will launch a campaign for Blistex in the run-up to winter, a key sales period for chapped lip products.
Dendron is a marketing, sales and distribution company that develops toiletry and beauty brands. It is part of the DDD Group. Its other beauty products include Astral, Fenjal, Freederm Lotion and Mum Deodorants.
It is the first win for Mustoes for some time after it brought in a series of new accounts last year, including the £5m Children’s Mutual account, Screwfix and Wells & Young’s Bombardier brand.
These followed the agency’s relaunch as an independent after its management buy-out from Japanese holding company, Hakuhodo. The Japanese company bought a 80% stake in the agency in 2002.
Mustoes’ flagship client is Kia and it also does work for Lloyds pharmacy, Energy Savings Trust and the COI.