Coty has decided to consolidate its media planning and buying duties with Publicis Groupe’s Zenith, ending its relationship with Havas Media.
B&T understands the decision was a global realignment and the account moved without pitch, Publicis Groupe handles Coty’s planning and buying requirements in most markets.
There has been a growing trend of global multinationals consolidating media planning and buying across different regions.
In Australia, Havas Media has worked with Coty for the past six years, the only major Western market that did not partner with Publicis Groupe.
Coty’s range of luxury brands includes Burberry, Calvin Klein, Hugo Boss, Tiffany & Co, Marc Jacobs, Davidoff (pictured abov) and Gucci. Its consumer brands include Max Factor, Rimmel, Covergirl and more. Despite being one of the world’s largest luxury goods companies, it’s media spend in this market is not huge.
“Following a global consolidation directive, Coty Australia has undertaken a realignment and centralisation of its international agency model, resulting in the conclusion of Havas Media’s local engagement,” Havas Media CEO Kate O’Ryan-Roeder said.
“We are proud of the contribution our people have made to Coty’s success in Australia and grateful for the long-standing trust and collaboration with the Coty team. We wish them continued success as they move forward under their new global operating model.”
For Zenith, the win follows a run of success including Fight Centre, Industry Super Australia, sunglass giant EssilorLuxottica and Honda.
The agency declined to comment on winning Coty.
