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L’Oreal deems Maxus worth it as it hands agency media accounts for four key European markets

L’Oreal has appointed Maxus to handle its media planning and buying for four key European markets: Denmark, Norway, Sweden and Finland.

The agency was appointed following a pitch process against two other agencies. Incumbent agency PHD declined to repitch for the business.

This appointment builds on the Maxus relationship with L’Oréal in the UK, Ireland and Southeast Asia, alongside GroupM’s relationship across Canada, China, Germany and Latin America.

“We have had a strong and productive relationship with PHD since 2011, but believe now is the moment for change. The media landscape is evolving rapidly. It challenges us to innovate and find new ways of connecting with consumers. We believe that Maxus are the agency most capable of navigating our business through this period of transformation”, said Mark Prestwich, general manager for L’Oréal in the Nordic countries.

Maxus will be the sole agency to handle strategic media planning and buying in the markets for L’Oréal.

The appointment comes as Maxus promoted Lindsay Pattinson to the role of global chief executive.

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