L'Oreal USA Puts Its $1 Billion Media Assignment Into Review

L’Oreal USA, part of the French cosmetics and beauty company, has kicked off a comprehensive media planning and buying review, the company has confirmed.  

The cosmetics giant spent nearly $1 billion on measured media in the U.S. in 2013, according to Kantar. 

Internally, the review will be overseen by Nadine McHugh, SVP Omnimedia, strategic investments and creative solutions, L’Oreal USA.  She joined the company last fall from Colgate-Palmolive. Earlier she oversaw the Unilever account at GroupM’s Mindshare, part of WPP. 

McHugh issued the following statement: 

“L’Oreal USA has begun a formal review process that will cover media planning and buying responsibilities for all U.S. media, including search, social and programmatic. We anticipate this comprehensive review to take us through the end of the year.” 



“This review is about finding passionate, innovative and collaborative agency partners most attuned to L’Oreal’s culture and consumers and then working together to re-define the future of marketing. This is an exciting time for L’Oreal USA, a company that has always been a pioneering force in the industry and that is now poised to take our strategic marketing to the next level.” 

UM, part of Interpublic’s IPG Mediabrands, is the incumbent for TV and print buying. Publicis Groupe’s DigitasLBi handles digital buying. Both are expected to defend their assignments. 

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