Coty has announced a partnership with agency Publicis Media to lead its work across its expanded portfolio, including the brands expected to be acquired from P&G in October.
We are thrilled to broaden our partnership with Coty. It’s a tremendous endorsement of our Publicis Media vision ” — Steve King, CEO, Publicis Media
The partnership will span sixteen markets and will see Publicis take responsibility for Coty’s strategy, trading content, data and analytics. Publicis will also work with Coty’s internal digital and social agency, Beamly.
When Coty finalises the purchase of P&G’s Beauty Business in October, the company will become one of the world’s biggest beauty businesses. It is expected to spend more than $1bn on advertising and promotion.
Steve King, CEO at Publicis Media, commented: “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.”
Publicis is comprised of four global brands: Starcom, Zenith, Mediavest and Spark and Optimedia.
Camillo Pane, CEO at Coty, added: “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 challengers in beauty.”
Coty is in the final stages of a $12.5bn acquisition that was agreed with P&G last year. When the deal completes in October it will take over P&G’s fragrance, colour cosmetics and hair colour businesses.
Last year, Coty purchased digital marketing company Beamly to boost its in-house digital marketing capabilities.
