Cosmetics company Maybelline New York has appointed McCann Melbourne as its digital agency for 2019, following a competitive pitch.

Louise Voyage, marketing manager for Maybelline, said McCann brought a fresh and modern approach to digital that leads with the brand at the heart of its creative.

“The aim is to connect with people in a relevant way, through narratives that will cut-through the ever-cluttered market of beauty content,” she said.

“We felt confident that McCann’s approach would deliver on that mission.”

Recently appointed managing director for McCann Melbourne, Georgie Pownall (pictured above, far right), said: “As the number one make-up brand, Maybelline New York has an incredible platform to connect with women in a way that many brands can’t.

“We felt it was imperative to create an idea that was bold and truly meaningful to our Australian audience.