THE WHAT? Amorepacific Group has announced the appointment of Carat as its agency of record for its China media business, according to a report by Marketing Interactive.
THE DETAILS The agency will work with the group to push the brand’s 2020 communication plan, and will cover all elements of its integrated media planning and buying business across the company, including brands such as Sulwhasoo, Laneige and Innisfree.
Carat will be tasked with bolstering Amorepacific’s brand competitiveness, customer experience and action its omni-digital strategy across all skincare, cosmetics, and personal care offerings.
THE WHY? The media business was put up for review as Amorepacific increases its focus on a digital transformation in China, looking for an agency that would help accelerate its capabilities.
Amorepacific said, “Carat’s technology, tools and people stood out. Dentsu Aegis’ strategic vision for the future matched our own, coupled with its strong grasp of the fast-changing media landscape. We have complete confidence they are the right partner to help us drive growth.”