Libra to take on Kotex beaver in digital space, appoints women’s specialist Hello I’m Venus

Women’s specialist agency Hello I’m Venus has won a brief for sanitary towel brand Libra after a competitive pitch against three other agencies.

The Melbourne agency takes on digital and social media duties for the SCA Hygiene brand. The above the line account – held by Clemenger BBDO Melbourne – is unaffected by the move.

The agency’s first task will be ramp up the brand’s Facebook strategy, with Libra taking on key competitor U by Kotex – which is fronted on Facebook by its controversial beaver character.

Thérèse Winterburn, head of marketing, personal care at SCA Hygeine, said: “We were looking to shake things up in our digital arena and wanted an agency that understood the Libra girl and how she interacts in this channel and were very impressed with the way Hello I’m Venus just got it!! It’s great to see a fresh approach for both our brand and the category in social media, and we are sure that our consumers will agree.”

Venus director Bec Brideson said: “It’s the perfect time to be a specialist in the female marketing space. The social media migration has largely been a female revolution. When all of the tech hype is stripped away it is really about effective, intimate and human conversations with your audience. Facebook is a channel that can’t be ignored by brands wanting to truly share their brand with women”.

Jessie Jordan

The account win for Hello I’m Venus comes soon after the agency appointed ex-McCann, Smart and CumminsNitro creative Jessie Jordan as creative director.

Jordan said: “Advertising disciplines are rapidly changing. I’ve joined an agency with a real point of difference. They understand the role of digital, social and traditional advertising. More importantly they know how to connect with women in this space.”


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