In the wake of a keenly competitive review, New York-headquartered marketing and advertising agency 360i (part of the Dentsu ad network) has clinched the coveted role of global lead digital agency for Estee Lauder’s prestigious Clinique brand. While the business development manager who oversaw that little consolidation may not have stopped popping champagne corks just yet, the agency has a big task ahead of it.
Until now, Clinique has tended toward a somewhat fragmentary marketing and advertising strategy globally, using different agencies in different countries. But its Senior VP of Marketing, Agnes Lauder, told AdAge magazine that that’s changing: as a global brand, it wants a more “disciplined and strategic” alternative now – and 360i has been hired to play a pivotal role in developing “a global strategy that sets Clinique apart.”
So, if you were that celebrating business development manager, how would you advise your creatives to preserve the brand’s uniqueness while giving it a global voice? The agency is well placed to execute campaigns across all social networks, including Twitter, Pinterest and Instagram (social is one of its specialisms) but the strategy will need to encompass digital, creative and media in its scope. But hey, that’s well within 360i’s toolbox, too.
The agency has been charged with leading the beauty giant’s content strategy for all its existing global digital platforms. The brands premiere markets include North America, Europe, Asia Pacific, Latin America, Africa and the Middle East.
Clinique has a reputation for being a big spender on digital measured media – the biggest spender, in fact, in Estee Lauder’s entire US portfolio of brands (it spent $135.4 million last year). And according to Landau, that’s not about to change. On the contrary, she says, it will grow:
“What digital allows us to do you can’t accomplish on a TV commercial or in print media. It’s not about brands talking to the consumer. It’s suddenly about conversation.”
360i now has responsibility for working successfully with a highly prestigious brand that’s been a high flier in the beauty business for just short of half a century. But it’s got form: following a successful pitch, it bagged Sunway’s global social media business last month. So maybe that business development manager is still feeling jubilant, even if the responsibility squeezes the adrenals just a little bit.