Centura seeks French shop for LaCoupe

Centura Brands of Montreal is in the midst of a search for a French-language ad agency to help the firm market the LaCoupe hair care line in Quebec.Centura, which distributes several lines of beauty and hair care products, does not have...

Centura Brands of Montreal is in the midst of a search for a French-language ad agency to help the firm market the LaCoupe hair care line in Quebec.

Centura, which distributes several lines of beauty and hair care products, does not have an agency for either French- or English-language advertising.

Other brands

In addition to LaCoupe, the company’s product stable includes such brands as St. Ives Swiss Formula hand and body lotions and hair care products, Aussie Redmond hair care products and Dippity-Do hair gel.

As well, Centura has the Canadian rights to the Disney brand name for health and beauty aid products.

Dan Simile, director of marketing for Centura, says the company wants to enlist the talents of a Quebec agency to help it build consumer awareness of the five-year-old LaCoupe brand in Quebec.

Simile says, in the past, the Centura’s marketing support for LaCoupe has been limited primarily to print ads, adding, he intends to back the brand with a more broad-based marketing strategy.

LaCoupe’s ad budget for the coming year is expected to be less than $500,000.

The product line, which is sold primarily in Quebec but is also distributed across the rest of Canada, comprises shampoo, conditioner, deep treatments and hair styling products.

Since late July, Simile has drawn up a list of six agencies, which have received briefs and will make presentations in the first week of September.

In the running

The agencies are: Academy Ogilvy, Hemisphere Communications, Martel, Taxi L’Agence, tek and Tremblay/LaChance Communication Marketing.

Simile, who has been with Centura for about a year and before that held marketing posts with Kellogg Canada, Nabisco and General Foods, says he will make a decision by mid-September.

He says as well that in the new year, probably during the first quarter, he will begin a search for an English-language agency to help him develop English Canadian marketing strategies for LaCoupe and other brands the company represents.