Initiative wins global Revlon media account

Revlon has awarded its global media account to IPG Mediabrands owned agency Initiative, AdAge has reported.

Mediacom, who had held the cosmetics and personal care company’s global account since 2010 declined to participate when the review was announced in May.

Revlon’s #goslay campaign featuring Abbie Cornish was launched last year

AdAge reports the company had a global ad spend of $US 550m last year. This year Revlon locally launched its ‘Define Your Eyes’ interactive video campaign with Pacific Magazines’ Beauty Crew platform.

The company’s previous local campaign featured actress Abbie Cornish touring New York and meeting ‘women who slay‘ in its online #goslay marketing push.

Mumbrella has contacted Initiative’s parent, IPG Mediabrands and Revlon for comment.

Paul Wallbank

Paul Wallbank was news editor at Mumbrella between June 2017 and June 2019. Previously he's covered business and technology issues for outlets ranging from The Australian and Sydney Morning Herald to the ABC and Business Spectator.

topics Initiative, Mediacom, Revlon

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