L'Oreal Consolidates $1.5 Billion European Media Account At ZenithOptimedia

  • July 25, 2005
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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