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Alberto-Culver

This article was originally published in The Rose Sheet

Executive Summary

Expects to reach $2 bil. in worldwide sales by the end of 1999, President and CEO Howard Bernick said. To help boost revenues, the firm will increase its U.S. ad budget by 16%. The effort is two-fold; Alberto is "significantly" increasing its expenditures behind the St. Ives hair and skin care brand as well as "building a war chest" to support upcoming ad initiatives under its new agencies. Alberto recently signed Averett, Free & Ginsberg (New York City) to handle creative advertising for the Alberto VO5 franchise. The media buying assignment for all of Alberto's U.S. brands will consist of about $50 mil. to $60 mil. ("The Rose Sheet" Feb. 15, In Brief). Alberto's total worldwide advertising, promotional and research budget is around $300 mil. for 1999
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