Wella, the multinational beauty company, with numerous iconic professional product brands, relies on EDC in Portugal and Edelman in Spain to promote its cross-functional communication strategy across the Iberian Peninsula.
EDC, Edelman’s affiliate in Portugal, has been selected by The Wella Company to manage its digital communications and public relations strategy. Having won a competitive pitch involving several agencies, Edelman and its affiliate EDC will be responsible for positioning Wella’s many iconic brands in Spain and Portugal, including Wella Professionals, OPI, Sebastian Professional, Nioxin, and System Professional.
The Wella Company is known for its innovation in the hair and nail care industry and aims to empower people to express their own personality through beauty. The agency’s mission will be to help achieve this goal by designing and executing a cross-functional, integrated strategy with a clear focus on digital communication, so that the company can accelerate its ability to inspire consumers and industry professionals with its products.
“We are thrilled to have Edelman/EDC on board during this ambitious phase for the Wella Company. We see this partnership as key to enhancing our ability to inspire and empower people and professionals in the Iberian region through beauty,” says Carlos Sola, Marketing Director for the Wella Company in Spain and Portugal.
“We are proud to contribute to Wella’s growth in the Portuguese market. We appreciate the trust they have placed in us and are confident that we have the talent, knowledge, and tools necessary to meet this challenge,” says Frederico Rocha, a partner at EDC.
As Wella’s new communications agency, EDC will be responsible for designing, defining, and executing integrated communications strategies for two brands in the portfolio: Wella Professionals and OPI.
With a clear focus on boosting and accelerating its digital presence by revitalizing its social media profiles and advancing influencer marketing, the new agency’s work will also focus on strengthening relationships with the media, promoting events, and executing creative campaigns.
