MullenLowe Group Selected as Global Creative Agency Partner for Edgewell Personal Care
Edgewell Personal Care Company, the global maker and distributor of Schick, Wilkinson Sword, Banana Boat, Hawaiian Tropic, Playtex, Stayfree, and several other well-known consumer brands, has selected MullenLowe Group as its new global creative agency partner. The appointment follows a competitive agency review that began earlier this year in efforts to consolidate and streamline global creative work. MullenLowe Group will be responsible for global brand strategy, creative development, integrated campaigns, digital and social media content and community management for the portfolio of Edgewell Personal Care products.
MullenLowe Group and Edgewell will partner on marketing their brands in 50 markets worldwide, including North America, Mexico, Colombia, UK, Germany, France, Japan and Australia. MullenLowe Group will hub the Edgewell Personal Care team in the agency network’s New York office with extended teams located in priority markets throughout Latin America, EMEA, and APAC.
“Edgewell is a transformative win for MullenLowe Group, with a major global consumer marketer who has ambitious growth objectives, an innovative consumer-driven business model, and an inspiring challenger spirit,” said Alex Leikikh, Global Chief Executive Officer of MullenLowe Group. “I’m very proud of our team for their ingenuity, creativity, passion and diligence in winning the trust of Edgewell. Our whole team is excited to begin this new global partnership.”
Edgewell Personal Care ran the agency search directly through their brand marketing and indirect procurement teams. They invited agencies with strong global networks, a track record of creative excellence and diverse, innovative capabilities, with particular focus on digital transformation. MullenLowe Group takes on the business following a longstanding partnership between Edgewell and J. Walter Thompson.
For MullenLowe Group, the new partnership with Edgewell Personal Care follows a successful period of growth in 2017 and the agency network’s recognition as an Advertising Age A-List Agency and the most effective global agency network per client dollar spent according to the Effies Worldwide.