L'Oreal selects MEC for media buying business
L'Oreal USA has shifted its media planning and buying to MEC to consolidate its roster of shops.
The appointment comes after an eight month review process which has seen L'Oreal cull Publicis Groupe's DigitasLBi and UM. The cosmetics business, which houses brands including Maybelline and Lancôme, spent $870m on media in 2014, according to Kantar Media.
Nadine Karp McHugh, senior vice president, omnimedia, strategic investments and creative solutions, of L’Oréal USA, said: "MEC brings a shared vision for the future of our ever-changing business, strong digital expertise and leadership with truly integrated teams built for us, and the tools and technology to develop Omnimedia solutions. Combined with the buying power of GroupM, we believe that we’ve found the perfect partner to help us co-create the future of beauty along with our media partners.”
The review earlier this year took place just six months after McHugh took up the role.
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