Digitas has been named integrated creative and media agency of record in the U.S. for Playtex, Carefree, Stayfree and o.b., a suite of menstrual brands owned by Edgewell Personal Care. The agency beat out eight others to win the business, according to the company.
The Publicis-owned agency’s New York office will run the account, led by New York managing director Caroline Winterton, North American evp, head of experience Nathalie Huni and Megan McCurry, evp, media. Digitas said its scope of work includes social media, video, influencer marketing, ecommerce and more, with the potential for broadcast and TV assignments.
In 2018, Edgewell Personal Care, which has a portfolio of brands that include Banana Boat, Schick and Skintimate, selected MullenLowe Group as its global creative agency partner. MullenLowe Group will continue to work on the company’s skincare and shaving divisions, but Digitas now takes over for its period-focused brands.
“We were in search of a data-savvy full-service agency,” Chit Itchon, head of marketing for Edgewell Personal Care’s “femcare” business unit, said. “We needed a strategic partner to help amplify our digital capabilities. We also firmly believe that moving to a full-service agency will result in more compelling and resonant communication plans.”
Edgewell Personal Care spent nearly $1.2 million on paid media for its menstrual brands in 2019, according to Kantar, which doesn’t track spend on social platforms. The majority of last year’s media spend—$693,000—went toward Playtex.
Two years ago, Playtex worked with Edelman on a tongue-in-cheek campaign starring The Good Place actress D’Arcy Carden. In the spot, Carden sings the praises of Xtra, a faux tampon brand that comes with probiotics and a box that doubles as a “vaginal steaming kit.” Edgewell Personal Care said it “taps Edelman for special projects if and when the need arises.”
In March, sources told Adweek that Digitas is leading the Sephora account for Publicis Groupe, which recently won media duties for the beauty brand following a review.
