Will this be the year that the adam&eveDDB takes over the world as, to an extent, it has the UK? The agency, which has just opened in New York, has bagged Coty’s global Max Factor account against competition from incumbent Leo Burnett, Anomaly and CHI.
Procter & Gamble sold Max Factor along with a gaggle of other beauty brands to Coty last October. coty is now the third-biggest beauty company in the world behind L’Oréal and Estée Lauder.
Max Factor vice president at Coty Karen Owen says: “The appointment of Adam & EveDDB is an important step in the progress of the Max Factor brand. Adam&eveDDB has the creative capability, drive and passion to bring a modern expression to the brand and deliver on our vision. Adam&eveDDB has demonstrated a smart strategic approach to this work and fantastic partnership, and we’re confident they are the right fit for Max Factor.”
A&E joint CEO Tammy Einav says: “Max Factor is an amazing brand with a proud heritage and we could not be more thrilled to be working together to create the next chapter.”
Coty, now run by former RB boss Bart Becht with CEO Camillo Payne has so far been more notable for its cost cutting than its marketing, including protracted payment terms. Coty disputes this but it still might have been the subject of an interesting discussion with the tightly-run agency.