Effective July 1, Coty has named ZenithOptimedia Group, part of Publicis Groupe, as agency of record to manage its global media communications business, particularly for print and TV, and lead its digital transformation.
Coty, which ushered in a new CEO this month to oversee its next level of development (it also named a new EVP of category development in April), is reportedly in the process of closing a $12 billion acquisition of Procter & Gamble's beauty and hair care businesses.
In a news release, Coty said it seeks to maximize the opportunities presented by digital platforms and new technologies. ZenithOptimedia will take media responsibility for all of Coty’s power brands which include: adidas, Calvin Klein, Chloé, Davidoff, Marc Jacobs, OPI, Playboy, Rimmel and Sally Hansen.
The Publicis Groupe media network will retain the business in Germany and Austria, and extend its 10-year relationship with Coty by taking on a further 13 markets around the world. The global contract covers three regions: North America, Western Europe and Central and Eastern Europe. It includes Coty’s key markets, notably, the United States, U.K. and Germany.
ZenithOptimedia Group was awarded the business following a four-way global pitch. A dedicated team, comprising specialists from across the ZenithOptimedia Group, will now be created to manage the business. This team will lead global strategy for Coty and will manage all of its offline media. ZenithOptimedia will manage digital communications in partnership with Coty’s other agencies.