Cosmetics giant L’Oreal USA’s consumer products division has consolidated its media buying assignment with Interpublic Group’s Universal McCann, the company has confirmed.
The shift came after a review, managed by Accenture, that pitted the two incumbents on the account — UM and Publicis Groupe’s Zenith Optimedia — against each other.
L’Oreal spent $710 million in U.S. measured media last year, up from $660 million in 2008, according to Nielsen. Those figures do not include digital spending.
Joe Campinell, president of L’Oreal USA consumer products, said: “This is a strategic evolution of our agency model. We have retained the rich integration of our planning and creative teams aligned with our two divisions — L’Oreal Paris and Maybelline/Garnier — and consolidated our buying to exert the most leverage in the marketplace.”
Media planning chores were not part of the review. Optimedia will continue to oversee all media planning for the Maybelline New York and Garnier brands.
Commenting on the win, UM North American president Jacki Kelley said, “UM is honored to be chosen by L’Oréal USA’s consumer products division for additional buying duties and to continue to grow the relationship that we have shared for three decades. It is truly a privilege to steward TV buying for Maybelline/Garnier and we look forward to working closely with Optimedia as the planning agency.”
The L’Oreal win is the second piece of new business won by UM this week. On Monday, Burberry confirmed awarding the IPG shop its media assignment after a review. Together, the wins continue a streak for UM that began last year, culminating in about $1 billion in new business in 2009.