Revlon is putting its $ 120-million account under review on the international platform. Revlon informed incumbent Deutsch that its contract will not be renewed, but invited the Interpublic Group of Cos. agency to participate in the review. It is not known which other agencies will be invited to the pitch. Deutsch was first assigned media buying responsibilities for Revlon and agency of record status for Almay in 2001 and added creative duties for Revlon in 2002. Revlon spent $ 122 million in measured media in 2003 and $ 61.4 million from January through July of this year, according to TNS Media Intelligence/CMR.
Meanwhile, in India the situation for Revlon for creative and media remains unchanged. Officials at Initiative assert that they are unaware of any repercussions in India. Said Deepak Bhandari, Senior Marketing Manager, Revlon, “We are closely linked with our Australian arm, and fortunately, this particular arm has decided to stay on with Initiative. Which is why the developments on the international front would have no bearing here. Besides, we recently changed our media agency from Grey (Mediacom) to Initiative, so a shift is not feasible. There won’t be any changes on the creative front either.”
Revlon has ambitious plans for the coming year. Promising that 2005 will make up for 2004's intended slowdown of new products to focus more funds on marketing, Revlon will push hard to differentiate its innovations in advertising and through more tactical measures including in-store efforts that will, for the first time, dovetail with its out-of-store messaging.