ADVERTISING WORK: Max Factor
Max Factor, the premium beauty brand of Procter & Gamble, employes little to almost none traditional, ATL advertising. It is a rather PR-led brand, with a lot of in store comm back-up.
This is because the brand has only a central brand management team, at Geneva, and it directly works directly with resellers. The resellers have a lot of influence on how they will communicate the brand products, promotions and the like in their market.
Here is a beautiful campaign for Excess Volume mascara, which I helped my client adapt in the Balkan countries.