Maybelline New York engages Hero and McCann as digital partner

Maybelline New York, part of L’Oreal Group, has appointed Hero and McCann Australia as its digital partner.

Hero’s marketing agency B.B.E., which was acquired by the group in October, will be taking the lead on the digital experience and design development while leveraging the creative capability of McCann.

The account’s remit covers strategy and content development across digital, influencers and communications, as well as the key retail partnerships with Chemist Warehouse, Coles and Woolworths.

The appointment adds to McCann’s global relationship with the L’Oreal Group covering creative output.

McCann’s independent ownership by Ben Lilley enables it to work with his agency group Hero on integrated local accounts, and maintain the global relationships held by McCann Worldgroup.

Maybelline New York’s brand business lead, Jacqui Forman, said partnering with Hero and McCann made sense for the brand’s historical relationship and its current needs.

“We required an integrated agency that could offer ‘best-in-class’ and leading specialists across creative, communications, digital and data and we were really impressed with the level of depth and versatility with the Hero network,” Forman said.

“More importantly, we could see how well the agency is aligned with our own business goals.”

Lilley added: “We are delighted to be partnering with Maybelline to broaden its consumer scope in Australia, with a comprehensive digital focus on amplifying the authenticity behind its cosmetic products.

“This is an exciting win for McCann and a great endorsement of our digital and technology expertise we can harness with the Hero Network. L’Oreal has been a brilliant McCann client for more than 50 years and this new digital partnership represents a major expansion of our remit with L’Oreal Group. We couldn’t be more excited for this next stage of our growth together.”

The Maybelline appointment follows Hero being added to Toyota’s agency roster, responsible for select product portfolios.

The result of Toyota’s media and creative pitch saw Saatchi & Saatchi retain its position as lead creative agency and media moved from The Media Store to Spark Foundry.


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