Ian Darby
Apr 19, 2010

Agencies line up for US$152 million SCA global media account

GLOBAL - SCA, the Swedish personal hygiene company that owns brands including Charmin, Plenty and Velvet, is reviewing its estimated $152 million global media planning and buying account as part of a wider overhaul of its advertising and promotions agency arrangements.

Agencies line up for US$152 million SCA global media account
The media review is being run out of Europe, SCA's major region. It is also likely to embrace SCA's media in the US, Latin America and Asia. Carat is the incumbent on the account.

SCA's media review is being held alongside a wider pan-European roster review of all advertising and promotions agencies. Led by Mats Berencreutz, the president of SCA's tissue and personal care division in Europe, it is aimed at trimming a roster of 40-plus local agencies that handle above- and below-the-line duties into a centralised European roster of fewer agencies.

While the media review will involve a contest between Carat and other networks, SCA is focusing on existing roster agencies in the advertising and below-the-line review. However, Berencreutz did not rule out talking to non-roster agencies later in the process.

Berencreutz said: "We are meeting with all our big suppliers and going through an analysis process to find a more professional way of buying and contracting them."

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