Hair care giant Wella has revealed its plans for recently signed Pop Idol runner-up Gareth Gates ­ and they don't include any TV ads. The company recently became the envy of rivals when it announced it had signed the spiky haired pop sensation, reportedly on a £1m deal for Wella ShockWaves hair gel. Neither party has confirmed the figure for the "golden handshake" deal but it is understood Wella was desperate to sign Gates who it believes will be a hit with the brand's core 11 to 24-year-old target audience. In particular, it believes fans will want to mimic his famous hairstyle. However, a source at Wella revealed: "It won't include any TV commercials. I can't go into specific details, but it came down to money." In the deal, which runs through to December, Wella ShockWaves becomes the star's "official stylist" with Gates endorsing the full ShockWaves range through a number of initiatives, including press advertising, PoS material and tailored merchandise. Cecilia Fleming, marketing group manager for Wella Consumer Division, said: "We're over the moon with Gareth's association with ShockWaves. We're confident this endorsement will have a huge impact on brand sales." {{P&P }}