L’Oreal USA is conducting a major review of its media and marketing strategy.
The review follows the appointment of Nadine McHugh, Senior Vice President of Omni Media, Strategic Investments and Creative Solutions. McHugh joined the company after spending nearly four years in the role of Vice President of Global Integrated Media Communications at Colgate-Palmolive.
L’Oreal USA reportedly spent spent UD$870 m on media in 2014, down slightly from the US$930 million it spent in 2013, according to Kantar Media.
McHugh commented, ““L’Oreal USA has begun a formal review process that will cover media planning and buying responsibilities for all U.S. media, including search, social and programmatic. We anticipate this comprehensive review to take us through the end of the year.”
“We anticipate this comprehensive review to take us through the end of the year. This review is about finding passionate, innovative and collaborative agency partners most attuned to L’Oréal’s culture and consumers, and then working together to redefine the future of marketing. [The company] is now poised to take our strategic marketing to the next level.”
Currently, Publicis Groupe’s DigitasLBi handles L’Oréal’s digital buying while UM, a unit of Interpublic’s IPG Mediabrands, runs the company’s TV and print buying. Both are expected to defend their assignments.