SCA reviews global media account

SCA, the company that owns brands including Cushelle, Plenty and Velvet, is reviewing its global media planning and buying account.

The review, worth an estimated £100m, is part of a wider review of the company’s advertising and promotional marketing accounts.

It includes the company’s £12m UK business, currently handled by Carat.

Mats Berencreutz, the president of SCA’s tissue and personal care division in Europe, plans to reduce the existing roster of more than 40 local agencies into a centralised European roster.

Yesterday the company revealed anew brand icon for its Plenty kitchen roll brand. Juan Sheet replaces the housewife duo Brenda and Audrey in the new TV ads.

In January, SCA rebranded its toilet tissue brand Charmin as Cushelle, replacing the bear characters that had featured in advertising and on packaging with a koala bear.

The rebrand included a £10m marketing spend including TV, cinema, outdoor and print ads.


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