PHD snares media for TV home shopping giant Guthy-Renker
PHD has won the $14m Guthy-Renker account to run media strategy, planning and buying in Australia.
The account will be the second one to sit inside PHD’s newly established performance marketing team, following foundation client Google Australia. The account is headed up by Andy Littlewood, PHD’s director of analytics and direct.
Guthy-Renker brands include Proactiv, Zumba, Meaningful Beauty and Sheer Cover.
According to Nielsen, Guthy-Renker is the fifth biggest spender in the toiletries and cosmetics category.
Guthy-Renker is unashamedly a direct response client. Much of its adspend is on buying off-peak TV airtime for long form home shopping commercials and advertorials.
Mark Boyle, MD of Guthy-Renker, said: “We were highly impressed by PHD’s experience, understanding and passion for our business. We look forward to a strong future relationship and continued innovation within the Direct Response space.”
PHD CEO Barry O’Brien said: “We are ecstatic with the appointment by Guthy-Renker, a recognised leader in direct marketing both in Australia and globally. Above all we look forward to harnessing analytics to drive greater success for the business.”
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Shame for Veera – she worked hard on this as any media rep will tell you.
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Oh i know! She would be so gutted about losing this client!
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