Revlon hands creative to Reborn, drops GPY&R

Lindsay Bennett
By Lindsay Bennett | 6 October 2016

Revlon has shifted its creative from incumbent GPY&R to Reborn to develop the beauty brand’s digital-first approach in 2017.

In addition to the hero Revlon brand, Reborn will also be working across brands within the group, including Mitchum and Colorsilk.

Reborn won Revlon’s social media work and Mitchum’s digital account in 2015. The Australian indie agency, which calls itself a “boutique giant”, worked alongside GPY&R to bring Revlon's brand position of 'Love is On' to life.

The agency will be working with the Revlon marketing teams to deliver work for the brand throughout the Australian and NZ markets.

Revlon Australasia marketing director Kaitlin Rady says: “Working with Reborn in a smaller capacity over the last year gave us an insight into their strategic thinking and creative ability. This, along with the fact they are a digital first agency with a strong understanding of the beauty space, made them a natural choice.”

While there hasn't been a lot of news out of Reborn this year, last year the agency won digital work for Nestlé brands and the Australian Liquor Marketers creative account.

Reborn founding partner Sabir Samtani says: “Revlon is growing exponentially with ambitious plans to take the business forward, both locally and globally. Australia is considered a key market for Revlon and has been a high performer for the business over a number of years."

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