After an exhaustive competitive pitch Cummins&Partners has been appointed as the creative and media agency on the L’Oreal-owned skincare brand Kiehl’s.
This is the first time the Luxury division of L’Oreal has appointed an agency in Australia. It is also the first time L’Oreal has given creative and media duties to the one agency.
Christine Burke, corporate communications director of L’Oreal said: “We were impressed with Cummins&Partners innovative thinking on our brand. From strategy to execution they get our brand and our sensibilities. Kiehl’s is a brand that needs careful consideration, Cummins&Partners proved they ‘got’ the brand from shop fit out to advertising. 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.”
Kirsty Muddle, chief innovation and 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”
Ben Couzens, executive creative director of Cummins&Partners said: “We are extremely excited to work with Kiehl’s, a skincare brand with a bit of attitude. Kiehl’s has a well defined brand personality that we look forward to bringing to life with some interesting ideas.”
The appointment begins immediately. The scope of work will cover Australian and USA.