Gray New York has gained the worldwide inventive account for skincare and cosmetics model Mary Kay, the company advised ADWEEK.
The pitch was run by Mary Kay’s procurement crew and afterward by its advertising management. Gray’s scope contains built-in model technique and a brand new international model platform, with first work anticipated to debut in early 2026. North America would be the preliminary focus earlier than increasing to different markets.
Mary Kay declined to share its annual media spend. COMvergence, which solely tracks advertisers spending $3 million or extra, doesn’t report figures for the model.
In keeping with Agnes Fischer, CEO of Gray New York, the company leaned on its magnificence experience with manufacturers like Pantene and CoverGirl to exhibit the way it might help heritage manufacturers within the class evolve.
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