The company behind brands such as Schick and Banana Boat, Edgewell Personal Care, has appointed MullenLowe Group as its 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.
Edgewell ran the agency search directly through its brand marketing and indirect procurement teams. MullenLowe Group takes on the business following a longstanding partnership between Edgewell and J. Walter Thompson.
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’s products.
The agency network will partner with Edgewell on marketing their brands in 50 markets worldwide, including Australia, Japan, the US, Mexico, Colombia, the UK, Germany, and France.
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 the Asia-Pacific, Latin America and EMEA.
Alex Leikikh, global CEO of MullenLowe Group, said winning the Edgewell account is “transformative” for the agency network.
“I’m very proud of our team for their ingenuity, creativity, passion and diligence in winning the trust of Edgewell,” he said.
“Our whole team is excited to begin this new global partnership.”
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