Coty has announced that it has entered into a definitive agreement to acquire Beamly, a digital marketing firm based in New York and London. Beamly's main focus is on driving audience growth and engagement for consumer brands in digital media. While Beamly is active across all digital media including online video, its core capability suite centres around social media, where it has consistently outperformed marketplace benchmarks. While Beamly will continue to expand campaigns across non-Coty clients, the acquisition will provide a significant step change in Coty’s own digital engagement capabilities.  Specifically, Coty and its Licensors will benefit from Beamly’s suite of social data benchmarking, content creation, content optimisation and consumer engagement tools to deliver Coty’s brand strategies. Terms of the transaction were not disclosed.

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Coty in 'in-house PR'