MEC’s Wavemaker wins content and social strategy for Wilkinson Sword’s women’s shaving products

The agency won the business following a pitch against four undisclosed social media specialist agencies. The account was previously held in the UK by Feref.
MEC has been briefed to develop a full social and content strategy designed to give a clear, differentiated personality and positioning to each female product, targeted to specific audience segments. The move means Wilkinson’s Sword’s ATL and social media activity will now all be handled by MEC.
As part of the same process, MEC Germany has retained the account in that market.
Caroline Mallet, Marketing Director, North Europe at Wilkinson Sword, said: “We’re really excited to bring together our social activity and ATL media under one roof both in the UK and Germany. This will not only bring greater creativity, but also accountability and purpose to the social content we produce for Wilkinson Sword Female.”
The Wilkinson Sword women’s shaving brands include Quattro, Intuition and Hydro Silk.
Sarah Hennessy, MD of MEC UK, said: “This win consolidates Wilkinson Sword’s advertising and social media account within MEC, providing greater levels of consistency across all channels.
“Our new strategy focuses on developing more targeted and relevant creative to each product persona, and speaking to audiences with a stronger focus on behaviour and attitudes as opposed to traditional demographics”