Close-up's Rs 50-crore account goes to O&M

Hindustan Lever has chosen O&M as the agency responsible for the advertising of Close-up toothpaste in India.

Hindustan Lever (HLL) has awarded O&M India with the advertising account of its flagship toothpaste brand, Close-up. According to a prepared statement by the company, "O&M will be responsible for the brand only in India, while JWT will continue to be the agency in other countries." The account, which has been with JWT India since the mid-nineties (following a global realignment), is estimated to be worth Rs 50 crore in annualised billing.

It may be recalled that late in November 2002, Close-up's account had been put up for review, with Lever's club agencies JWT, Contract Advertising, O&M and chlorophyll pitching for the business. In mid-December, industry buzz suggested that two agencies - Contract and O&M - had been shortlisted for a final round of presentations. As it transpired - and the grapevine was right - the subsequent creative presentations of the two agencies were put through extensive consumer research. Apparently, the decision to go with O&M comes in the wake of this consumer research.

The decision - one of the most eagerly awaited ones in recent advertising history, despite the fact that only two agencies had something at stake - puts months of speculation to rest. With the account finally moving to O&M, the industry would now be keenly following the brand's advertising in the days to come. The challenge for O&M clearly lies in growing Close-up in the stagnating gel toothpaste category. © 2003 agencyfaqs!