Beauty brand Elizabeth Arden has appointed communications agency M&C Saatchi TALK as the lead agency for its global consumer PR account. 
M&C Saatchi TALK will develop brand strategy and creativity, creating campaigns aimed at consistent conversations for the Revlon-owned beauty brand in multiple global markets.
It will also partner with local agencies across the world to activate these campaigns, designed to strengthen Elizabeth Arden’s reputation as a prestigious and pioneering brand in beauty.
The new partnership follows a competitive pitch process, in which the London-based agency attribute its success to its global perspective on the ‘middle markets’ and its flexibility as an independent agency model.
“Partnering with M&C Saatchi TALK is a strategic decision that aligns with Elizabeth Arden’s global aspirations,” said Elizabeth Arden general manager, Ron Rolleston.
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“Their creative prowess and expansive network of independent agencies will enable us to amplify our brand’s voice worldwide.”
M&C Saatchi Talk CEO and British Beauty Council founding chair, Jane Boardman, added: “Our expertise in driving conversation for global brands, experience in beauty and strong connections with independent agencies across the world, make us perfectly positioned to help the brand develop a more consistent, strategic approach to global PR comms.
“During this pitch process, we built a really great relationship with the Elizabeth Arden client team and we’re looking forward to developing that into an effective, long-running partnership.”
M&C Saatchi head of growth, Alex Michael, concluded: “We are thrilled to be working with one of the best-known and most credible brands in beauty. We can’t wait to drive the conversations which reaffirm their place as a global icon, both now and for the future”.
The appointment adds another name to M&C Saatchi’s notable client list, such as Pernod Richards, which partnered with the communications agency last year.
Earlier this year, the agency marked an increased investment in social, with the appointment of Shelley Portet to the executive board in the new role of head of content and social.
