As media becomes more digital, L’Oréal is moving to reach consumers in newly imaged ways. “We believe that Maxus is 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.
L’Oréal worked with PHD previously in the region, but that agency declined to repitch. “We have had a strong and productive relationship with PHD since 2011, but believe now is the moment for change,” Prestwich explained.
A global relationship
L’Oréal already works with the Maxus agency in Southeast Asia and took over the beauty company’s media accounts in the UK and Ireland from Publicis Groupe’s ZenithOptimedia at the start of this year. The agency’s parent company, GroupM, also has relationships with L’Oréal in Canada, Latin America, China, and Germany.
In this case, “Maxus demonstrated digital leadership and communications planning with the rigour that a prestigious business like L’Oréal needed to see, underpinned by the scale that GroupM offers in the Nordic region,” according to Federico de Nardis, CEO of Maxus EMEA.