German haircare colossus Wella is on the hunt for a new agency to handle its worldwide advertising duties, and is currently in talks with three networks.

The review follows the startlingly frank admission by incumbent of thirty months Jung von Matt that it could not meet its creative quality targets.

One of the pitching agencies is BBDO, which handles Wella’s duties in twenty local markets. The two other runners in the race have not been identified.

The account covers the main Wella-branded product range as well as global marques such as Viva Colour. Local brands are handled separately by local agencies, and are not part of the review.

The company’s global adspend has not been revealed, although its European business alone is thought to be worth around £60 million annually.

Pitches are expected at the end of February, with an appointment in mid-March. Commented Wella marketing director Axel Dietz, who is overseeing the review: “This is a process we are taking very seriously and we hope to appoint an agency that will work with us for a long time.”

News Source: CampaignLive (UK)