Early this year, Revlon decided to align its media business with Initiative in Asia Pacific region. However, in India, the move took a little longer — it was only early April when the account was finally shifted to Initiative.
The Rs 10-crore account was earlier being handled by Mediacom. Kartik Iyer, President, Initiative India, confirmed the news to exchange4media.com, saying: “The final documentation process is still on. We would get a brief from Revlon in line with their global plans. We would soon start to work on the account. The media strategy would be planned in accordance with the brand’s requirements.”
Initiative would now be responsible for the account in Asia, the Pacific region and Africa. Graeme Howard, Managing Director and Senior Vice President, Asia/Pacific/Africa had earlier stated in a press note: "We were looking for an agency to resource the account for regional co-ordination from Sydney. Various criteria came into play in the selection process that include regional buying capabilities, regional co-ordination skills, strategic strengths, additional services offered and, of course, ROI.”
He had further expressed, “We believe that Initiative has those skills and will be a valuable partner in ensuring Revlon's competitive regional position. It has also become clear that Revlon's needs do not warrant a full service agency for the region. We believe that we have taken the innovative step of appointing Initiative as our lead agency with adaptation of global creative to be co-ordinated via the production company ‘One for All’ on a regional basis.”
However, it could not be established whether the creative duties for the brand in India would continue to lie with Grey or here also global adaptation would be the way forward for creative.
As is known, Modi Revlon began operating in India in 1995 as a 74:26 joint venture between Modi Mundi Pharma and Revlon of the US.