Cummins&Partners wins Kiehl’s creative and media account
L’Oreal owned skincare brand Kiehl’s has appointed Cummins&Partners Melbourne as its first Australian agency, handling both creative and media.
The account, won by Cummins&Partners after a competitive pitch, also marks the first time L’Oreal has given creative and media duties to the one agency.
L’Oreal corporate communications director Christine Burke said Kiehl’s is a brand that “needs careful consideration”.
“Cummins&Partners proved they ‘got’ the brand from shop fit out to advertising,” Burke said.
“This brand is a jewel in the L’Oreal crown and needs careful handling – we have utmost confidence in Cummins&Partners and its joined up creative and media model to deliver brilliant communications to help build the brand with us.”
The appointment begins immediately with work to cover Australia and the US.
Cummins&Partners chief innovation and media officer Kirsty Muddle said the agency’s creative and media capability was core to it being able to service the Kiehl’s brand.
“Kiehl’s, a hero in the luxe proftolio, is a unique brand and needs a unique plan,” Muddle said.
“Having creative and media under one roof means we can offer them something unique and a level of attention the brand deserves.”