ZenithOptimedia wins Coty global media business

Davidoff: Coty power brand
Davidoff: Coty power brand

Coty, the American beauty products maker, has appointed ZenithOptimedia as its global media agency following a four-way competitive pitch.

The Publicis Groupe agency has been appointed for media planning and buying. The incumbent was OMD, who worked with Coty in the US, UK, Ireland and Canada, and resigned the business earlier this year.

The global contract will take effect on 1 July and covers three regions: North America; Western Europe and Central and Eastern Europe. Coty’s key markets are in the US, UK and Germany.

Procter & Gamble is on the brink of selling its beauty arm to Coty as it continues to streamline. P&G's beauty brands include MaxFactor, Clairol and Hugo Boss. The deal is expected to be worth about £7.5 billion.

Bart Becht, the chairman and interim chief executive of Coty, said: "Selecting a global agency partner is in line with our global efficiency strategy and another step towards our plan to reinvest in our power brands.

"We were really impressed by the spirit and enthusiasm at ZenithOptimedia. They showed strength across all media capabilities – particularly in data analytics – and demonstrated a truly integrated and transparent approach to media communications."

According to its latest 10-K filing, submitted to the Securites and Exchange Commission, Coty's advertising and promotional costs for 2014 were $1.07 billion (£630 million), which was roughly the same in 2013.

ZenithOptimedia has been tasked with leading a digital transformation programme for Coty and take media responsibility for its power brands, which include Adidas, Calvin Klein and Davidoff.

Adrian Sayliss, the chief operating officer, worldwide, for ZenithOptimedia, said: "We are absolutely delighted to be able to expand our long-standing relationship with Coty.

"They are a leading company in fragrances, cosmetics and skin and body care, and we are really excited at the prospect of helping them move to the next level in their marketing and communications."

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