In a major shakeup of European media buying duties, L'Oréal Consumer Products Monday confirmed it has shifted all media planning and buying across 26 European markets to Publicis' ZenithOptimedia
from Interpublic's Universal McCann unit. The account is estimated to be worth $1.5 billion in media billings. The decision follows an intensive, four-month review involving the two agencies. The
assignment officially moves to ZenithOptimedia Oct. 1, and covers a two-year term, said Patrick Rabain, president of L'Oréal Consumer Products. The European assignment follows a similar review
earlier this year in which L'Oreal switched planning and buying for its Maybelline line to ZenithOptimedia from Interpublic's Initiative Media unit. ZenithOptimedia had been handling L'Oreal's Garnier
line in the U.S. -- J.M.
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