RB-owned Scholl hires LBi for global web revamp

Scholl, the world's largest foot care brand, owned by Reckitt Benckiser, has appointed LBi to redevelop its websites around the world.

Scholl: appoints LBi
Scholl: appoints LBi

The Publicis Groupe agency won the business after a competitive pitch against Iris and Italy’s Armando Testa Group.

LBi will launch a pilot website platform for the brand in Italy – one of the few markets to offer both Scholl footwear and footcare – later this month, followed by a roll-out of sites in around 15 other markets across Europe and Asia.

The rebranded sites will be used as a foundation for social media activity and online PR, run from each individual market.

They will leverage Scholl’s 100-year heritage and aim to promote the benefits of regular foot care as a key part of a daily beauty regime.

Abi Ellis, the group creative director at LBi, said: "We’re aiming to engage Scholl’s female audience on an emotional level rather than just a functional one, by creating content which demonstrates how regular foot care can reward and empower you every day."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).