Maybelline New York has appointed McCann Melbourne as its digital agency following a competitive pitch.
McCann has worked with Maybelline's parent company L'Oreal for several years and is now expanding its remit on the cosmetics client.
The move sees the digital account to McCann, which last held the account in 2012 before it moved to indie agency Reborn.
Maybelline marketing manager Louise Voyage said: “McCann brought a fresh and modern approach to digital, that leads with the brand at the heart of its creative. The aim is to connect with people in a relevant way, through narratives that will cut-through the ever-cluttered market of beauty content. We felt confident that McCann’s approach would deliver on that mission.”
The appointment follows a renewed leadership at McCann Melbourne with Georgia Pownall appointed managing director earlier this year and wider changes at the group with Nicole Taylor as group CEO.
Pownall added: “As the No.1 make-up brand, Maybelline New York has an incredible platform to connect with women in a way that many brands can’t. We felt it was imperative to create an idea that was bold and truly meaningful to our Australian audience, we look forward to expanding our relationship with Louise and team to take the brand to the next stage.”
Earlier this year McCann Melbourne was named Agency of the Year at the 2018 APAC Effies with its work on L'Oreal earning the agency several accolades.
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