The agency was appointed after a competitive pitch and will head up the brand’s digital activity.
Rimmel plans to develop a new digital platform and JWT will oversee the cosmetic brand’s global social media strategy and global online advertising.
The digital creative will be integrated into Rimmel’s existing global advertising, which is already handled by JWT.
The brand has previously had a heavily celebrity focused marketing strategy with Kate Moss, Sophie Ellis Bexter and Georgia Jagger previously fronting its “Get The London Look” campaign.
Steve Mormoris, senior vice president global marketing, Coty Beauty says: “We have a hugely successful relationship with JWT, and its work with us on a global scale means it fully understands the passions of the Rimmel girl, and translates this into highly effective advertising strategies. We look forward to expanding this success using their digital expertise.”