By Chris Powell, Marketingmag.ca
Two years after losing the L’Oréal Canada assignment it held for 15 years to GroupM, ZenithOptimedia is back in the beauty business.
Following a four-way pitch said to include Havas Media and Initiative, the Publicis Groupe agency has won Coty’s global print and TV business. The Canadian business was previously handled by OMD Canada, while Havas also worked with Coty in other markets.
It wasn’t specified who would handle the company’s digital media, although ZenithOptimedia said it plans to lead a “digital transformation program” for Coty, as it looks to capitalize on the opportunities presented by digital platforms and new technologies.
“It’s a client that really wants to drive into the digital space in an innovative way,” said ZenithOptimedia Canada CEO Frank Friedman.
The network will also take media responsibility for the company’s 10 so-called “power brands,” which include adidas, Calvin Klein, Chloé, Marc Jacobs and Sally Hansen.
The decision comes as Procter & Gamble is reportedly close to selling its US$12 billion beauty division—which includes the MaxFactor and Cover Girl brands—to Coty. If it goes through, the deal would double Coty’s US$4.6 billion in annual sales.
ZenithOptimedia is extending a 10-year relationship with Coty in Germany and Austria, while the win adds an additional 13 markets. The contract, which formally begins July 1, covers three regions: North America, Western Europe and Central and Eastern Europe, encompassing key markets such as the U.S., the United Kingdom and Germany.
The agency group plans to create a dedicated team comprised of specialists from across the organization to lead global strategy and manage Coty’s offline media. The agency will manage digital communications alongside Coty’s other agency partners.
Friedman told Marketing that the agency plans to tap into existing resources to service the account in Canada, with details including staffing and scope-of-work still to be determined.
Friedman, who sits on ZenithOptimedia’s North American management team, said that the win is the result of a “very collective effort” by the network’s various global offices.
Friedman, who also managed the former L’Oréal assignment as EVP, managing director of ZenithOptimedia’s New York office, said that the agency’s prior beauty experience was “definitely” a key factor in the Coty win.
Excerpted from Marketingmag.ca and republished with permission.