L’Oréal announces £135m UK and Ireland media planning and buying review

L’Oréal has revealed it is preparing a review of its £135m UK and Ireland media planning and buying account, currently held by ZenithOptimedia.

L’Oréal plans to be working with the newly appointed agency by January 2014

The review covers the major consumer spending L’Oréal brands including L’Oréal Paris, Garnier, Maybelline, Lancôme, YSL Beauté and Kérastase, and is scheduled to conclude by October 2013, with the new contract beginning from January 2014.

Communications consultancy IDComms has been employed to assist L’Oréal with the review and is believed to have already approached a number of agencies and holding companies in the UK.

Of the decision to review, Gayle Noah, media manager for L’Oréal UK and Ireland, said: “L’Oréal is a hugely successful, dynamic business and we are always looking for ways to improve our marketing performance.

“As one of the UK’s leading advertisers we want to ensure we are working with the UK’s best media agency to help us connect with our current and potential consumers to drive our business even further. We look forward to seeing how participating agencies respond to the strategic, operational and commercial challenges we are preparing as part of this review.”

L’Oréal, which is currently the fourth largest advertiser in the UK according to Nielsen, hasn’t reviewed its media arrangements since 2006, when the account moved from Universal McCann to ZenithOptimedia.

None of L’Oréal’s other roster agencies will be affected as part of the review.

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