Beauty company Coty has retained Publicis Media as its lead agency globally, 12 months after first appointing ZenithOptimedia to handle its worldwide media planning and buying.
The appointment – to be lead by Zenith – includes Coty cosmetics brands Rimmel and Sally Hansen, fragrance brands Calvin Klein, Marc Jacobs, and Davidoff, as well as the beauty business it is acquiring from Procter & Gamble – including Max Factor, Wella and Clairol.
Once the transaction is completed in the next month, the combined business is expected to have a promotional spend of over $1bn.
Publicis Media will work alongside Coty’s own internal digital social and programmatic agency, Beamly.
As part of the review, MediaCom has been hired to handle Coty’s global search and social media activity across two-thirds of its portfolio.
The GroupM agency will focus on fast-growing Asia markets – Japan, South Korea, Malaysia, India, Indonesia – plus other global territories including Romania, Israel and South Africa, and the LatAm region.
“Zenith has been a trusted partner for Coty. We are excited to expand our partnership with them as we look to elevate the quality of our media while taking advantage of our new scale, as we strive to become over time a global industry leader by being a clear challenger in Beauty,” says Camillo Pane, CEO-designate at Coty.
“We are thrilled to broaden our partnership with Coty. It’s a tremendous endorsement of our Publicis Media vision unveiled earlier this year and the transformative power of our capabilities, talent and collaborative approach to driving our clients’ businesses forward,” added Publicis Media chief executive Steve King.
