In a strategic move, L’Oréal UK and Ireland has announced its decision to entrust its media planning and buying account to Publicis Media, following an intense competitive pitch process.
The showdown involved heavyweight contenders including the incumbent EssenceMediacomX and MG OMD, culminating in a high-stakes battle that captured the industry’s attention. With an estimated $280 million (£220 million) in billings, L’Oréal’s account ranks among the UK’s most lucrative, reflecting the company’s commitment to innovation and market leadership.
Under this new arrangement, L’Oréal will be served by a dedicated unit within Publicis Media, showcasing a tailored approach to meet the brand’s unique needs. Publicis Media’s global expertise was a key factor in securing the account, positioning the agency as a strategic partner poised to drive L’Oréal’s business forward.
Clare Chapman, CEO of EssenceMediacomX, expressed gratitude for the collaboration with L’Oréal over the past five years, citing their innovative and award-winning work together. “We’ve loved our time working with L’Oréal UK and Ireland and are so proud of the work we’ve created together – it has been an innovative, dynamic and award-winning collaboration,” said Chapman.
This move marks a significant milestone in the relationship between Publicis Media and L’Oréal, rekindling a partnership that dates back to 2014 when the cosmetics giant worked with subsidiary Zenith Media.
As of now, both L’Oréal and Publicis Media have refrained from commenting on the development, leaving the industry abuzz with anticipation for the next chapter in this dynamic partnership.
(Source: MAA | Marketing Beat | Campaign)
