"We feel that our approach as we go forward will be more disciplined and strategic," said Agnes Landau, senior VP-global marketing at Clinique. "Part of why we're engaging 360i to work with us is to develop a global strategy that sets Clinique apart."
In the past, the company had "a little more of a fragmented approach" to its agency roster, she said. "We had different agencies in different parts of the world. We are a global brand. We want to have a unique voice but one that has a global scope."
The new shop will support the brand's overarching digital and social strategy with a scope that spans digital, creative and media, as well as execution across all social networks, such as Pinterest, Instagram and Twitter. The beauty behemoth is also enlisting 360i to lead content strategy and development for the brand's existing digital platforms globally. Top markets include North America, Latin America, Europe, Asia Pacific, Middle East and Africa.
In 2012, Clinique spent $135.4 million on domestic measured media, which is 24% more than it spent in 2011. It's also the largest spender of measured media within the Estee Lauder portfolio of brands in the U.S. The second largest is the namesake Estee Lauder line, which spent $133.6 million. After Estee Lauder the spending per brand drops dramatically, with Aveda, Origins, Donna Karan and Coach beauty portfolios spending under $25 million each.
Clinique doesn't plan to give up its role as a top beauty spender, especially in digital. That amount will only grow, said Ms. Landau.
"What digital allows us to do you can't accomplish on a TV commercial or in print media," she said. "It's not about brands talking to the consumer. It's suddenly about conversation."
For the brand, the consistent investment is a sign of relevance within Estee Lauder's broad beauty and skincare portfolio. Clinique also gets its own agency as parent Estee Lauder readies a separate agency review likely to consolidate digital efforts for a number of its brands.
For 360i, the new relationship is about working with a coveted, 45-year-old brand and expanding the shop's own global reach under parent Dentsu. Last month alone, 360i won Subway's global social media business following a pitch, and it opened an office in Sao Paolo, Brazil.