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Barbarian announced it has been named global creative agency of record for L’Oreal’s Essie nail polish brand, a feat for the New York City shop that has been working to turn itself around since it took a sharp decline in 2015.
The Cheil Worldwide-owned agency will be in charge of brand and business strategy, advertising and digital innovation for Essie.
Barbarian CEO Cathy Butler told Adweek that Essie launched its review in November to look for an agency focused on digital innovation that could evolve and position the brand for the future.
“That is all under development now—to build an iconic brand [driven by] innovation,” Butler said.
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