January 22 2004--The competitive environment in the cosmetics industry is changing constantly and rapidly. In response to these competitive challenges, Revlon Asia/Pacific/Africa has announced in a release the appointment of a regional Advertising Agency to increase efficiency and achieve greater synergies in line with the regional business structure.

Following the completion of a comprehensive review in the region, Revlon has appointed Initiative as its Regional Media Agency to service its Asia/Pacific/Africa media planning and buying needs.

Revlon Australia became the regional headquarters for Asia Pacific/South Africa in 2001. The region has been identified by the corporation as a potential source of significant growth. To date, each country has sourced its own advertising services. A detailed review process has revealed the value and potential effectiveness of appointing a lead media agency with a strong regional network. Revlon's regional duties will be led by Initiative's Sydney based agency.

Graeme Howard, Managing Director & Senior Vice President, Asia/Pacific/Africa says, "We were looking for an agency to resource the account for regional co-ordination from Sydney. Various criteria came into play in the selection process -regional buying capabilities, regional co-ordination skills, strategic strengths, additional services offered and, of course, ROI. We believe that Initiative has those skills and will be a valuable partner in ensuring Revlon's competitive regional position. It has also become clear that Revlon's needs do not warrant a full service agency for the region. We believe that we have taken the innovative step of appointing Initiative as our lead agency with adaptation of global creative to be co-ordinated via the production company "One for All" on a regional basis.

For further information contact:
Initiaitve Worldwide Press Office
Tel: (Paris) + 33 1 42 84 42 26




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