WPP media agency MEC has been selected by L’Oreal USA as lead communications planning agency for Lancome and select designer fragrance brands, including Giorgio Armani, Yves Saint Laurent and Viktor & Rolf.
The selection came after a formal review that was overseen internally by Brian Chang, assistant vice president, media for Lancome with support from Nadine McHugh, SVP of Omni-Media for L’Oreal USA.
The business was previously handled by Publicis Groupe’s Optimedia.
By media spend, Lancome is the single biggest piece of business covered by the assignment. Ad spending for the brand last year in the U.S. was about $130 million according to Kantar.
MEC will work with each brand to deliver go-to-market strategies and communication plans, based on consumer insights and research.
“It is both incredibly gratifying and encouraging to be selected to lead these prestigious brands through the seismic shift that digital and data is having on their businesses,” said Marla Kaplowitz, CEO, MEC North America.
“Marketers continue to be challenged with keeping pace with the varying demands and expectations of consumers. This is even more difficult in the luxury category. As we always strive to be our clients’ most valued business partner, we look forward to guiding these brands through uncharted waters to ensure data and digital are woven right through all communication strategies,” she added.
The client declined to comment on the selection.