Cummins&Partners wins creative and media for Kiehl’s
Cummins&Partners has been appointed to do creative and media on Kiehl’s a sub brand of L’Oreal.
The appointment is the first time the luxury brand has appointed an agency in Australia and comes after a competitive pitch.
Christine Burke, Corporate Communications Director of L’Oreal said: “We were impressed with Cummins&Partners innovative thinking on our brand.”
While media agency Carat has the buying for the broader L’Oreal media account, and is understood to unaffected by the decision, the cosmestics brand has signalled it will put a new marketing push behind the Kiehl’s brand.
“This brand is a jewel in the L’Oreal crown and needs careful handling – we have utmost confidence in Cummins&Partners and their joined up creative and media model to deliver brilliant communications to help build the brand with us.” said Burke.
Kirsty Muddle, chief innovation & media officer of Cummins&Partners said: “We are so pleased to be working with the L’Oreal Luxe division. Kiehl’s, a hero in the Luxe portfolio, is a unique brand and needs a unique plan. Having creative and media under one roof means we can offer them something unique and a level of attention the brand deserves.”
The appointment begins immediately. The scope of work will cover Australia and the USA.
Cummins&Partners have offices in Sydney, Melbourne, Adelaide, and New York.
Nic Christensen
Whilst not the biggest division of L’Oreal it’s interesting that they have gone with a full service solution, essentially side-lining the media agency of record, Carat.
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Well Done Kirsty and team!!
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Are you correct Mumbrella/Nic that the appointment is for Australia AND the USA?
If that is the case then this really is big news for Cummins Partners and an unusual step from L’Oreal. The USA division of L’Oreal tends to run independantly from the rest of the world. With Sean in New York maybe he has pulled off a coup?!
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Great result guys !!
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C&P, seriously killing it!
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nice one
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