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Schick’s parent company picks MullenLowe Group for global duties

Edgewell Personal Care Company, the global maker and distributor of well-known consumer brands such as Schick, Banana Boat and Hawaiian Tropic, has appointed MullenLowe Group to manage global creative duties.

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. The incumbent on the account was J. Walter Thompson (JWT), which has been working with Edgewell for a long time. Marketing has reached out to JWT for comment.

Both parties will work together on marketing Edgewell’s brands in 50 markets worldwide, including Japan, Australia, North America and the UK. A spokesperson for MullenLowe Group also told Marketing that the appointment covers Singapore, Malaysia, Hong Kong and the Philippines.

The appointment follows an agency review which began earlier in 2018, in a bid to consolidate and streamline global creative work. Edgewell’s brand marketing and indirect procurement teams invited agencies with strong global networks, a track record of creative excellence and diverse, innovative capabilities, with particular focus on digital transformation, the press statement read.

Meanwhile, 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 Asia Pacific, EMEA and Latin America.

Alex Leikikh, global CEO of MullenLowe Group, described the win as “transformative” for the group, as Edgewell has a major global consumer marketer with ambitious growth objectives, as well as an innovative consumer-driven business model and an “inspiring” challenger spirit.

“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,” he added.

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