Playtex Selects Digitas as Creative and Media AOR [Video]

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.

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