Cosmetics icon L’Oréal’s ‘International Distribution’ arm (LID) has appointed global media agency Wavemaker as its EMEA strategic partner for media buying and planning.
The move will see the WPP-owned agency support the LID team by accelerating growth across key markets through strategic media planning and buying. Wavemaker will also help LID develop a strategic vision trough thought leadership content.
Wavemaker’s appointment comes off the back of a six-month competitive process handled by marketing consultancy Ebiquity, which called for LID’s media activity to be consolidated with one strategic partner.
“Our ability to attract and retain L’Oréal, the world’s third largest advertiser, makes me extremely proud,” Wavemaker global CEO, Toby Jenner said.
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“Our ability to operate as a cohesive and collaborative extension of their own team makes all the difference for this relationship. We’re looking forward to working closely with the LID team to further accelerate their global growth.”
Coming out victorious from a one-on-one shoot-out with OMD, the win will serve to further strengthen the brand’s partnership with Wavemaker, which currently extends to over 30 markets worldwide.
L’Oréal International Distribution global chief digital and marketing officer, Julie Hoareau added: “We are delighted to be partnering with Wavemaker global team to support the rapid growth of the LID business.”
“We were looking to simplify and centralise our operation with a partner who could show agility, expertise, and team spirit. We very much appreciated Wavemaker’s enthusiasm, proposals, responsiveness, and creativity. What made them stand out from the competition was their creativity and the chemistry we felt with them as people.”
