Tag: Yellow

Mumbai, India – Global cosmetic retail giant Sephora has appointed Mumbai-based creative agency Yellow to be its creative agency partner in India.

As part of the remit, Yellow will be responsible for Sephora India’s online and offline communications, including social media, celebrity campaigns, and e-commerce. 

Moreover, the partnership will help Sephora bring the global experience to Indian consumers across all touchpoints. The chief prerequisite for the brand’s new agency will be to navigate the burgeoning Indian market while keeping intact its core values and global identity.

Sephora is a luxury beauty retailer that offers a well-curated selection of makeup, skincare, and fragrance brands. Its India business is helmed by Arvind Lifestyle Brands in India. 

Shrey Doshi, Yellow’s creative director and founder, shared that Sephora is the go-to source for all things beauty and skincare across the world and they are looking forward to working with such an illustrious brand and growing it across India. 

“Over the years, we’ve worked extensively with D2C beauty and skincare brands, and are excited about merging our local know-how with the global expertise that Sephora brings to the table,” said Doshi.

Sydney, Australia – Former Havas Co-maker’s founder, Tim Rasbash, and Adhesive PR’s founder and managing director, Mike Maurice, have joined forces to launch a new ambassador, advocacy, and influencer agency, Yellow.

Rasbash, who is responsible for co-founding One Green Bean and Havas’ social influencer division, met Maurice while working on mutual client Dyson ANZ. Years later after identifying a gap in the market, the duo set out to redefine the often grey area of influencer and ambassador marketing with their latest agency offering. 

The new influencer agency, which was launched with foundation clients Sony Electronics and employment marketplace SEEK, aims to combat inauthenticity in the social influencer and ambassador space. It was created with the objective to combat the increased lack of trust within the social influencer industry. Moreover, Yellow will be setting out to facilitate deep, multifaceted relationships between brands and talent, creating partnerships that seek out genuine brand fans.

Rasbash noted that their agency sets out to offer bespoke solutions to brands that help them harness the full potential of social influencers, creators, and talent by ensuring they are the real deal. 

“We called ourselves Yellow as it is the color of friendship. This is exactly what we’re driven to create between brands and their partners. We want them to step away from the one-off highly scripted and transactional-based agreements, into richer, more mutually beneficial relationships,” said Rasbash.

Meanwhile, Maurice commented, “We’re witnessing a steady rise in the social commerce space, and by designing an agency that is anchored in authenticity and true relationships we’re setting a new benchmark for what client success can look like in this area.”

Yellow announced that it will operate independently from Adhesive, while working collaboratively across a number of shared clients.