Alberto Culver launches global review
Alberto Culver, the US beauty business that bought the Simple brand last year, is launching a global review of its creative and media agencies, according to US reports.
The review is the company’s first in a decade and follows the company’s acquisition of several brands in recent years.
Alberto Culver owns the TREsemme and Alberto VO5 hair care brands and the St Ives skin care brand.
The company acquired the Simple skin care brand from private equity fund Duke Street for £240m in December last year.
It also acquired the Procter & Gamble Noxzema skin-care brand and the Nexxus hair-care brand in 2006, and has been expanding the TREsemme brand in Europe.
David Kroll, VP-marketing, US, says: “As our momentum accelerates behind the global expansion of TREsemme and the acquisition of three marquee beauty brands [in recent years], our organization’s strategic partnership needs have changed,” said, in an e-mail.
“As such, we are extending a competitive bid for our global media and advertising agencies to accommodate the creative needs of this larger beauty portfolio and to expand our media touch points with a dramatically different media landscape from 10 years ago.”
The company has previously worked with Euro RSCG in the UK and appointed Wieden & Kennedy, New York, last year but the agency is not thought to be taking part in the review.