Wavemaker UK has won a competitive 3 month pitch for Avon Cosmetics.
The agency, which is based in Manchester and London takes over from incumbent, Croud.
“We were incredibly impressed with Wavemaker’s ability to respond to a challenging and complex brief and distil it into a clear and compelling pitch with a strong focus on our ultimate business growth objective of market share gains and the simple articulation of how the right media strategy can deliver this,” said Hannah Lally, Head of Brand, Avon UK.
Wavemaker’s role will be to “restore and consolidate” its foothold as a leader in the beauty sector.
The new media strategy will be to “emphasise the importance of relationship selling” while highlighting new avenues to drive more purchases.
It stated that it would be working with the brand to create a “frictionless, platform-agnostic purchase journey”, which will grow both Representative and Direct-to-Consumer (DTC) sales.
“Avon is such an iconic beauty brand, especially when it comes to relationship selling. Who doesn’t remember the infamous ‘Ding, Dong! Avon Calling’ slogan?” explained Katie Lee, Chief Operating Officer, Wavemaker UK.
“Therefore, it was pivotal that we learnt into the essence of its unique business model. We wanted to harness the Avon community, this huge network of relationships between Reps, customers and the brand, to bring a media strategy to the front door that has Avon Representatives at its heart. And at the same time, open up a whole new world for customers who wish to access Avon’s quality products.”
