With a new P&G stable to bed in, Coty has been on the hunt for a global media partner to handle its worldwide communications business. After a four-way global pitch, the cosmetics giant has appointed ZenithOptimedia (Publicis Groupe) to cover print and television across North America and Western, Central and Eastern Europe.

“Selecting a global agency partner is in line with our global efficiency strategy and another step towards our plan to reinvest in our power brands,” commented Bart Becht, Coty Chairman and interim CEO, in an interview with The Drum.

Already Coty’s partner in Germany and Austria, ZenithOptimedia will now manage Coty’s offline media in 15 markets and work in partnership with Coty’s other agencies to oversee digital from July 1. Coty’s advertising budget is thought to be in the region of US$600 million.