Coty names new creative agency for Max Factor brand

NEW YORK — Coty on Monday announced that, following a review for its Max Factor brand, it has selected adam&eveDDB as the brand’s lead creative agency, effective immediately. 
 
 “The appointment of adam&eveDDB is an important step in the progress of the Max Factor brand,” Coty VP Ma Factor Karen Owen said. “Adam&eveDDB has the creative capability, drive and passion to bring a modern expression to the brand and deliver on our vision. Adam&eveDDB has demonstrated a smart strategic approach to this work and fantastic partnership and we’re confident they’re the right fit for Max Factor.”
 
Coty’s VP creative and integrated communications, Sam Southey, said that selecting a new creative agency is part of Coty’s strategy to drive a new level of insights and consumer engagement, in the aftermath of the company’s merger with Procter &  Gamble’s specialty beauty business. 
 
Previously, Max Factor’s lead creative agency was Leo Burnett.
 
“We thank Leo Burnett for the significant contribution that they have made to Max Factor over the years,” Coty said “While we have decided to part ways with Leo Burnett for the Max Factor brand, we wish them every success for the future.”
 
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