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    Revlon Consolidates Its Multimillion-Dollar Global Ad Business with Grey Revlon Consolidates Its Global Ad Business with WPPs Grey

    Brands include Elizabeth Arden, Cutex and Elizabeth Taylor

    By Patrick Coffee | July 21, 2017

    American cosmetics giant Revlon has consolidated its global advertising business with WPP, naming Grey as its creative agency of record while retaining MediaCom for media planning and buying duties around the world.

    There was no formal review.

    “Grey has a long track record and deep expertise in the beauty industry,” said president and CEO Fabian Garcia in a memo to all Revlon employees this afternoon, adding that the network’s New York headquarters will handle the business and that its roster will include several top brands, including Revlon and Elizabeth Arden in addition to fragrances like Charlie, Curve and Elizabeth Taylor, and other beauty lines like Cutex.

    “Additionally, we have expanded the scope of MediaCom, with whom we were already working,” he continued, “and they will now serve as the global media agency of record for all planning and paid media buying across all brands.”

    Revlon moved its North American media account from Carat to MediaCom without a review in 2010 and named the WPP network global AOR for all of its brands the following year.

    Garcia noted that Grey has longstanding experience in the beauty field. It has been agency of record for P&G’s Pantene for nearly 30 years and won global creative duties on Herbal Essences without a review in 2016. It also handled advertising for CoverGirl and Clairol before Coty bought those two brands from P&G in late 2016. The agency later resigned the account, which then went to Droga5 without a review.

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