LBi, which won the business after a pitch, will start its website work in Italy. This will be supported by by social media activity and online PR to boost traffic to the website.
Scholl global digital manager Ankita Sayal says: “LBi demonstrated a clear understanding of our brand and how we want to develop it in the future. LBi’s blended team of experts has translated that understanding into what promises to be a fantastic online experience for our customers.”
LBi group creative director Abi Ellis says: “We’re really pleased to be working with Scholl, a brand with great heritage and a strong reputation for innovation. We’re aiming to engage Scholl’s female audience on an emotional level rather than just a functional one by creating content which demonstrates how regular footcare can reward and empower you every day.”
Publicis Groupe bought LBi for $540m in 2012, shortly after rival WPP bought AKQA for about the same amount. In February this year PG merged LBi with another of its digital agencies, Digitas, although LBi looks to be firmly in the driving seat.