Maybelline New York appoints HERO and McCann to handle digital capabilities

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Maybelline New York appoints HERO and McCann to handle digital capabilities

Cosmetic brand Maybelline New York, part of L’Oreal Group, has named McCANN and independent network HERO, as its official Australian digital partner.


The competitive pitch was an integrated response, bringing together McCann’s creative leadership with HERO network’s digital and technology specialist, B.B.E, offering their expertise in human- centered design and digital experience development.

McCann and HERO will lead the brand’s always-on strategy and content development across digital, influencers, and communications alongside its key retail partnerships: Coles, Woolworths, and Chemist Warehouse to name a few.

The appointment has secured McCann’s place on L’Oreal Group’s digital roster of agencies, having lead the brand’s global creative output to date.

Partnering with McCann in Australia and HERO made a great deal of sense to the brand according to Maybelline New York’s brand business lead, Jacqui Forman: “We required an integrated agency that could offer ‘best-in-class’ and leading specialists across creative, communications, digital and data and we were really impressed with the level of depth and versatility with the HERO network.

“More importantly, we could see how well the agency is aligned with our own business goals.”

Says Ben Lilley, creative chairman of McCann and founder of HERO: “We are delighted to be partnering with Maybelline to broaden its consumer scope in Australia, with a comprehensive digital focus on amplifying the authenticity behind its cosmetic products.

“This is an exciting win for McCann and a great endorsement of our digital and technology expertise we can harness with the HERO Network. L’Oreal has been a brilliant McCann client for more than 50 years and this new digital partnership represents a major expansion of our remit with L’Oreal Group. We couldn’t be more excited for this next stage of our growth together.”