Yardley, the British cosmetics name saved from receivership last
year by Wella, has picked Doner Cardwell Hawkins as the advertising
agency to resurrect its brand worldwide.
Doner Cardwell Hawkins, which won the account following a pitch against
Abbott Mead Vickers BBDO, will be responsible for the brand’s first
advertising since ads featuring supermodel Linda Evangelista in
handcuffs. This campaign, by now defunct agency Gotham, was widely
blamed for contributing to the demise of the company.
Doner Cardwell Hawkins will initially create a press and poster campaign
to be used worldwide. Target markets will include Japan, where the brand
launches through Wella’s distribution network next year. Details of
media have not been confirmed, but it is likely to be bought locally.