Church & Dwight expands relationship with Hyland, appointing it to social and content account

After winning the account last November, independent media agency Hyland has expanded its relationship with Church & Dwight to act as the brand’s local social management and content agency.

The parent company of brands including Nair, Batiste Dry Hair Shampoo, Dencorub, Curash Baby and Femfresh appointed Hyland to the account after a review.

“We are excited to start a new social media chapter with Hyland for our brands Batiste, Flawless and Nair and look forward to building a strong partnership for these brand communities,” Alison Hall, the company’s head of marketing, said.

One of Church & Dwight’s brands is Batiste dry shampoo

“Consistently Hyland has delivered strong ideas across creative and media disciplines. Their ability to listen to our needs and support our business with a talented senior team means we have every confidence in appointing them to integrate social management elements.”

The agency’s founder, Virginia Hyland, said Hyland has proven its worth to Church & Dwight during the COVID-19 pandemic.

“We are excited to integrate the social content management alongside the services that we provide Church & Dwight. During COVID – 19 the talented Hyland team have illustrated to Church & Dwight our creative and media prowess in targeting their customer to drive sales success,” she said.

“We are super pumped to be working with Alison and her team. Church & Dwight who represent very impressive brands. Together we are building deep customer insight where we can target audiences with a variety of comms at different times in the purchase decision making process.

“Church & Dwight are poised to seriously shake up the competition. They are entrepreneurial in their thinking, especially around creating an end to end strategy to engage potential consumers. This makes them the perfect client for Hyland to work in partnership with.”

Virginia Hyland_SportsMS 2018_Close-up

Hyland said COVID-19 has proven the agency’s work can still drive sales

Hyland added that, by taking control of the brand’s social content management, Hyland can “create relevant local content at speed to engage with culturally relevant topics”.

“Church & Dwight are confident that Hyland has the ability to focus on business growth driven by integrated thinking across communication disciplines that are relevant to their customer,” Hyland said.

“Hyland has built enormous equity over the years as a most trusted agency partner for our clients. We love working with clients who want to challenge the status quo and think about how to best impact every point of the purchase journey. We are excited to work with Church & Dwight to deliver better local culturally relevant messages that drive results.”

At the end of last year, Hyland had a run of new business wins, picking up Kitchenaid and Deliveroo in addition to Church & Dwight.


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