Coty has appointed Publicis Media as its lead media agency globally. Publicis-owned Zenith is poised to lead the assignment, which covers both Coty’s current roster of brands and the P&G Specialty Beauty Business marques set to be acquired by Coty next month.

Publicis will work in collaboration with Coty’s digital agency Beamly, with Publicis responsible for strategy, trading, content and data analytics across 16 markets.

“Zenith has been a trusted partner for Coty. We are excited to expand our partnership with them as we look to elevate the quality of our media while taking advantage of our new scale, as we strive to become over time a global industry leader by being a clear challenger in Beauty,” said Camillo Pane, CEO Designate, Coty.

Added Steve King, CEO, Publicis Media, “We are thrilled to broaden our partnership with Coty. It’s a tremendous endorsement of our Publicis Media vision unveiled earlier this year and the transformative power of our capabilities, talent and collaborative approach to driving our clients’ businesses forward.”