L’Oréal USA has completed an eight month review of its media buying business and appointed WPP-owned MEC to take over its media buying business.
The French beauty giant initiated a review in April following the appointment of Nadine Karp McHugh as Senior Vice President of Omni Media, Strategic Investments and Creative Solutions.
“MEC brings a shared vision for the future of our ever-changing business, strong digital expertise and leadership with truly integrated teams built for us, and the tools and technology to develop omni media solutions,” Karp McHugh told Adweek.
MEC will take L’Oréal’s integrated media planning and buying for digital from DigitasLBi as well as the TV and print accounts previously handled by UM. Meanwhile, MEC’s owner Group M (WPP), will oversee consolidated buying duties. “Combined with the buying power of GroupM, we believe that we’ve found the perfect partner to help us co-create the future of beauty along with our media partners,” added Karp-McHugh.
“We are delighted by the appointment and the opportunity to expand upon our already strong relationship with L’Oréal, a leader with a deep heritage of innovation in beauty for all,” MEC’s North American CEO Marla Kaplowitz told Adweek. “Our agency’s data and insights-led planning approach to media will ensure each brand’s vision is fully realized as we partner to further define the future of marketing.”
The French beauty giant’s decision represents yet another blow to the Publicis Groupe, who lost P&G’s key accounts to Omnicom last week.