THE WHAT? L’Oréal-owned Maybelline has named McCann and independent network Hero as its Australian digital partners, according to a report by AdNews. 

THE DETAILS The pitch combined McCann’s creative leadership with Hero’s digital and technology specialist B.B.E giving advice on human-centred design and digital experience. 

Talking about the appointment, Maybelline New York brand business lead Jacqui Forman said, “We required an integrated agency that could offer ‘best-in-class’ and leading specialists across creative, communications, digital and data and we were really impressed with the level of depth and versatility with the HERO network.”

The two agencies will lead the brand’s strategies and content development via digital, influencers and communications. 

THE WHY? Having worked together for more than 50 years, the new McCann appointment is a natural extension of the ongoing partnership with the two companies. 

McCann Creative Chairman Ben Lilley says, “We are delighted to be partnering with Maybelline to broaden its consumer scope in Australia, with a comprehensive digital focus on amplifying the authenticity behind its cosmetic products.”