MAM
Digitally Inspired wins Om System integrated mandate
MUMBAI: Talk about a picture-perfect partnership! Digitally Inspired Media has bagged the integrated communications mandate for Om System (formerly Olympus Cameras) after a keenly contested multi-agency pitch, capturing a major win in India’s imaging industry.
The agency, celebrated for its strategic storytelling and culturally sharp campaigns, will spearhead Om System’s national rebranding journey in India. The move marks a significant milestone for the legendary 85-year-old brand as it reintroduces itself to a new generation of creators, explorers, and photography enthusiasts.
From digital media planning and buying to influencer collaborations and PR, Digitally Inspired is crafting a holistic campaign that blends heritage with innovation. The aim is to build trust, reinforce the brand’s legacy, and position Om System as a creative powerhouse in the Indian market.
Om Digital Solutions Corporation vice-president and head of APAC, managing director – Australia and Hong Kong Vivek Handoo said, “After a rigorous pitch process, Digitally Inspired emerged as the clear choice. Their deep understanding of Indian consumers, creative strength, and passion for storytelling align perfectly with our rebranding vision.”
Echoing the excitement, Digitally Inspired Media co-founder and CEO Manish Kishore shared, “This partnership is more than just a campaign; it’s about reintroducing a legendary brand to a new generation. We’ve translated Om System’s global vision into a language that truly resonates with Indian audiences.”
With this win, Digitally Inspired Media continues to sharpen its edge in the world of integrated marketing, proving that when creativity and strategy come into focus, the results are always picture-perfect.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
