Ghd hands media account to Labelium Group
Digital marketing consultancy Labelium Group has won the ANZ media account of international haircare giant Ghd, following a competitive pitch process.
Labelium Group’s work with Ghd officially kicked off in January 2025, covering media buying, planning, and strategy on all its channels, including programmatic advertising, and paid social and search.
The work is split across two agencies positioned under Labelium Group – Ryvalmedia Brisbane and Labelium Sydney.
The arrangement is expected to bolster Ghd’s local media strategy with Labelium’s beauty industry expertise and Ryvalmedia’s established Brisbane presence.
Karen Cox, head of marketing at Ghd, said the partnership provides the haircare company with an opportunity to leverage a more cohesive, innovative approach to its media operations.
“We are excited to bring Labelium on board to enhance our paid media strategy across Australia and New Zealand,” Cox said.
“This partnership marks an exciting opportunity to refine our holistic media approach, and we look forward to maximising the impact of ghd’s innovative launches that we have coming up in 2025 and beyond.”
Adrien Bouteille, Australian managing director at Labelium, said: “We’re absolutely thrilled to partner with ghd, an iconic brand synonymous with innovation and excellence in the haircare industry.
“This win underscores Labelium’s deep understanding of the beauty landscape and our ability to deliver holistic, data-driven media strategies.
“At Labelium, we share ghd’s ambition for market leadership, and by combining our global expertise with Ryvalmedia’s strong local presence, we’re confident we can drive significant growth and brand impact for ghd across Australia and New Zealand.”
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Adrien Bouteille
GHD
Karen Cox
Labelium Group
Labelium Sydney
Ryvalmedia Brisbane
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