Cream to handle international strategy and media brief for Bed Head

Independent media & creative agency, Cream has been appointed by rebel haircare brand Bed Head to lead its international multi-media campaigns across key territories including the UK, US and Europe. The appointment comes as Bed Head ramps up growth following its separation from Unilever and continues to scale under Yellow Wood Partners.

Bed Head, will have access to Cream’s full suite of offerings, including audience research & strategy, media strategy & planning, media buying & campaign delivery, Marketing Mix Modelling and collaborating with creative and PR agencies.

Cream will be responsible for generating increased buzz and talkability around the brand, while helping deliver distinctiveness through audience insights and smarter media planning.  The agency’s extensive brief will see Cream undertake audience analysis to gain insight into global haircare and styling needs, while collaborating with PR and creative agency partners to deliver campaigns across all key marketing and advertising channels (AV, OOH, Audio, social media (TikTok and Instagram) and outdoor cinema activations).

Cream will also provide advanced measurement through Marketing Mix Modelling to quantify the power of investing in brand media channels, and the ROI of being distinctive. The campaign’s will be targeted at 18-34 year old women who regularly style their hair, and like to stand out.

Cream previously held the Bed Head account from 2017-2022 before the brand became part of Elida Beauty.

Katie Westerby, Head of Brand at Bed Head UK, EU & ROW, said:

“Bed Head is an original rebel hair brand created by a professional artists, we’re fearlessly shaking up the hair category through creative problem-solving and self-expression. As we enter the next chapter of growth and transformation, we are thrilled to be working with Cream to implement our media campaigns. As a retained agency, Cream’s full-service expertise will enable us to gain a greater understanding of our audiences and in turn challenge the status quo, in a world where there is pressure to conform with a particular focus on the digital & social landscape.”

Charlotte Parks-Taylor, Co-Owner and CSO, said:

“We are really excited to be working with Bed Head again as the brand looks to re-embrace its creative and rebellious roots. Our work will enable Bed Head to create a distinctive brand presence in its advertising and media campaigns, while our advanced measurement tools will allow us to track the all important ROI. We already know the Bed Head team is a great cultural fit with Cream and we look forward to seeing the relationship flourish.”

Cream is a media & creative agency, owned and run by Charlotte Parks-Taylor and Neil Cunningham following an MBO in 2019. Cream’s integrated agency model delivers stronger returns through distinctive advertising campaigns. Cream’s integrated approach has led to significant client wins in the last 3 years namely: Tinder, Elida Beauty, The White Company, THE OUT & Pivotal by JLR,  BOLT, Kantar, and Seiko UK.