L’Oréal brand, Maybelline New York, has named McCann Australia and independent network, Hero, as its official Australian digital partner.

The two companies worked on the competitive pitch together, McCann’s creative leadership combined with Hero network’s expertise in human-centered design and digital experience development.

McCann and Hero will lead the brand’s always-on strategy and content development across digital, influencers, and communications alongside its key retail partnerships: Coles, Woolworths, and Chemist Warehouse to name a few.

The appointment has secured McCann’s place on L’Oréal Group’s digital roster of agencies, having led the brand’s global creative output to date.

Maybelline New York’s brand business lead, Jacqui Forman, commented, “We required an integrated agency that could offer best-in-class and leading specialists across creative, communications, digital and data and we were really impressed with the level of depth and versatility with the Hero network,” Forman said. “More importantly, we could see how well the agency is aligned with our own business goals.”

“We are delighted to be partnering with Maybelline to broaden its consumer scope in Australia, with a comprehensive digital focus on amplifying the authenticity behind its cosmetic products,” stated McCann creative chairman and Hero founder, Ben Lilley. “This is an exciting win for McCann and a great endorsement of our digital and technology expertise we can harness with the Hero Network. L’Oréal has been a brilliant McCann client for more than 50 years and this new digital partnership represents a major expansion of our remit with L’Oréal Group. We couldn’t be more excited for this next stage of our growth together.”