Schwarzkopf appoints Mentally Friendly’s Aussie arm as Australian and UK digital agency partner

International hair styling and beauty monolith, Schwarzkopf has named Australian digital communications agency, Mentally Friendly, as agency for their digital communications within Australia and the UK.

This partnership comes off the back of winning the highly competitive global campaign pitches for Schwarzkopf International and will operate out of Mentally Friendly’s London office.

The Sydney based firm has retained its contact with international market leader after a string of successful digital campaigns in Australia, including the ‘Schwarzkopf Style Studio’ and ‘Australia’s Most Beautiful Hair’.

Since partnering with Mentally Friendly in 2010, Schwarzkopf Australia has become credited as the number one Schwarzkopf brand page globally for reach and interaction, as well as increasing the Facebook following from 800 to 106,000. The Australian website has also seen an increase in traffic by 340% since March.

Mentally Friendly’s director of strategy, Ben Henderson, says that working with Schwarzkopf Australia helped prove their case as the best candidates for the role.

Says Henderson: “Having worked with Schwarzkopf Australia for over 3 years, we’re very excited to help do the same in the UK. We look forward to assisting them grow into a digital player in the category, and become recognised globally for their multi-channel campaigns and online community.”

Mentally Friendly has enjoyed success around the globe since launching their London office with campaigns for The Guardian in the UK and Subway globally.