Wavemaker UK has won a 3 month competitive pitch for Avon Cosmetics.
The agency, based in Manchester and London, takes over from the incumbent operator Croud.
“We were incredibly impressed with Wavemaker’s ability to take a difficult and complex brief and turn it into a clear and compelling pitch with a strong focus on our ultimate business growth goal of market share gains and the simple articulation of how the right media strategy can deliver that,” said Hannah Lally, Chief Brand Officer, Avon UK.
Wavemaker’s role will be to “restore and consolidate” its anchor as a leader in the beauty industry.
The new media strategy will consist of “emphasizing the importance of relational selling” while highlighting new avenues to generate more purchases.
He said he will work with the brand to create a “frictionless, platform-agnostic buying journey” that will increase 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! operating, Wavemaker UK.
“Therefore, it was essential that we uncover the essence of its unique business model. We wanted to tap into the Avon community, that huge network of relationships between reps, customers and the brand, to bring a media strategy to the front door that has Avon reps at its heart. And at the same time, open up a whole new world for customers who want access to Avon’s quality products.