Revlon moves to MediaCom


Revlon has switched $100 million U.S. media-planning and -buying account from Aegis’ Carat to WPP’s MediaCom without a review, says AdAge. The split is apparently due to Revlon and Carat being unable to agree to financial terms.

The account has been on- and off with Carat, as in 2007 it had initially decided to switch from Carat to Initiative, but went back to Carat afterward, citing contract issues with Initiative. Last fall MediaCom picked up all of Revlon’s media-planning and -buying business in Canada, also without a review.

Late last year Carat picked up communications-planning duties on P&G’s Gillette male-grooming business in North America. AdAge speculated that the influx of P&G business for Carat has created conflicts with some of its other brands, such as Revlon and Alberto Culver, which recently launched a review [see our observation].


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.