OMD Keeps Coty Media

OMD Keeps Coty Media

Maxus and MPG also contended for the business

March 16, 2010

International cosmetics giant Coty has opted to retain OMD in the U.S. for media planning and buying, per sources, after a protracted review that began 10 months ago.

In addition, the client awarded the Omnicom shop Canada, U.K. and Ireland duties in a competition that was expanded to include the four English language countries in one package.

Like many marketers, New York-based Coty slashed its ad spending during the recession.

Last year it spent $75 million in domestic measured media, down almost 40 percent from approximately $120 million in 2008, per Nielsen. Those figures exclude digital.

OMD successfully defended against two contenders: Havas' MPG and WPP's Maxus. MPG was a finalist, while Maxus was eliminated in an earlier round.

All of the agencies declined to comment, referring calls to the client. A Coty rep did not immediately return calls.

Along with the U.S. review, the client has been reviewing media assignments in other markets as well. It could not be determined whether Coty has made decisions in any of those markets yet.

In a separate creative review, Coty in February selected Laird + Partners to handle global creative duties on its Sally Hansen, La Cross and N.Y.C. New York Color brands, sources said.

In addition to those brands, the client markets fragrances, cosmetics and toiletries under many labels, including Marc Jacobs, Calvin Klein, Joop!, Davidoff, Rimmell and Kate Moss.

Coty reported net sales of $3.5 billion in fiscal 2009, down 12 percent from the previous year.