Source: AdAge
Interpublic’s UM now handles TV and print buying; Publicis Groupe’s DigitasLBi supports digital buying; WPP’s MEC handles planning for L’Oreal brand Lancome and other fragrances; and Publicis’ Optimedia handles planning for various other L’Oreal brands, which means this change will be a strong blow for many, first and foremost Publicis Groupe, whose Starcom Mediavest Group (SMG) network has lost a number of large accounts recently, including P&G a couple of days ago.
Commenting on this big shift, Nadine Karp McHugh, senior VP-omnimedia, strategic investments and creative solutions at 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.”
L’Oreal is the ninth biggest U.S. advertiser, with more than $2 billion in total ad spending and $1.5 billion in domestic measured media spending, according to the Ad Age Datacenter.
