• by David Goetzl , March 5, 2007

Revlon, fresh off a high-profile spot in the Super Bowl, has dropped media shop Carat and shifted its estimated $200 million domestic business to Initiative, a source said.

There was no review, as Initiative picks up both buying and planning for the cosmetics marketer.

The new account is another notable gain under new Initiative CEO Richard Beaven since his fall arrival. It follows the assumption of Bayer's $350 million North American media business.

A representative for Initiative provided a statement from Revlon: "Initiative has a great reputation in the industry for client work based truly on creative media solutions." The statement went on to say that the relationship will "lead to improved media and communications efficiencies."

The shift from Carat comes after Revlon purchased its first Super Bowl spot, a 60-second ad with singer Sheryl Crow. The move was endorsed by company chief Ron Perelman, despite the fact that it ran in the third quarter, when many female viewers may have drifted away from the game.