Beauty care manufacturer KAO USA has parted ways with its agency, KBS+P. Kao is conducting a closed review for its global creative account for the following brands: John Frieda, Jergens, Biore and
Curel. Joanne Davis Consulting/SCAN International is handling the review with a decision expected by May. The review does not affect KAO USA's media and digital agencies. "We are deeply grateful to
KBS+P and their partnership for the past ten years," said Dave Muenz, Regional Executive Officer for Kao's Mass business. "We have had a good run and look forward to selecting a new agency partner."
Lori Senecal, CEO of KBS+P added, "We have worked with the Kao Company for ten years and shared many successes in developing their impressive portfolio of brands. We have reached a natural inflection
point and having examined how our respective organizations have evolved during this time, we jointly decided to pursue other partners and opportunities." Between January and September of 2013, John
Frieda spent $41 million on measured media, Jergens spent $38 million, Biore spent $12 million and Curel spent $14 million, per Kantar Media.