L’Oréal has consolidated its French media budget and awarded media agency Publicis the full contract, according to a report by The Drum.

Having worked with Publicis for nine years, the media agency competed against the likes of Havas, WPP and Dentsu Aegis, with the new contract said to take effect in January 2018. Publicis stated it was, “the most important competition of the year in the French market.”

It continued, “The contract will take effect from 2018, for a period of three years, and includes consulting and acquisitions across on all media.”

Covering the full L’Oréal portfolio, those in the pitch were asked to build a “competitive future marketing model” for the company, with Publicis creating iBeauty – a concept the company explained as a, “data-driven media model which connects creative and digital teams through Publicis Groupe’s Power of One approach.”

Winning the account is a huge coup for Publicis, with L’Oréal’s media spend said to be the second biggest amongst French advertisers.