L'Oreal Luxury Names R/GA U.S. Digital Agency of Record

NEW YORK, May 12, 2011 /PRNewswire/ -- R/GA, the agency for the digital age™, is pleased to announce that it has been appointed U.S. digital agency of record (AOR) for L'Oreal's Luxury Products Division in the U.S. The agency will be responsible for the comprehensive digital strategy and execution across a number of key consumer product brands including Lancome, Kiehl's, Giorgio Armani Beauty, and Yves Saint Laurent Beauty, in addition to fragrances for both Diesel and Viktor & Rolf.

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The Luxury Products Division brings together a unique set of brands, focusing mainly on three major business segments: skincare, makeup, and fragrances. Its brands are some of the most recognizable ones in the beauty category.

The agency will focus on building digital solutions aimed at strengthening the connection between the market leader and its consumers. The R/GA team will work on everything from innovative platform development, creative, and media planning to the iteration and implementation of mobile, social, and retail initiatives.

Today's announcement represents an extension of R/GA's long-standing relationship with L'Oreal. R/GA began its engagement with L'Oreal in 2005, partnering with the company to fully redesign the L'Oreal Paris website. The agency progressively grew the business, executing across a broad spectrum of channels including mobile, eCRM, in-store kiosks, and social.  

According to Carol Hamilton, President of the Luxury Products Division, L'Oreal USA, "The L'Oreal Luxury Products Division is thrilled to announce this strategic digital partnership with R/GA, who we consider the most talented agency in this space."

The agency recently launched its first assignment as U.S. digital AOR for Armani's Acqua for Life initiative. That campaign supported UNICEF's Tap Project, which heightened awareness for providing clean, safe drinking water to children around the world. R/GA was tasked with developing and executing an integrated digital campaign, including a custom website built on cutting-edge technology, mobile and social experiences, and an accompanying iPhone application that engages users through a creative game optimized for iOS. In just one month, the campaign garnered more than 40,000 "likes" on Facebook, raising enough funding for UNICEF to provide 10,000 days of safe, clean drinking water for children in need. The campaign also had a significant impact on sales of the Acqua Di Gio fragrance, which saw an increase of 350 percent compared with the previous year.

R/GA has also begun developing and implementing online advertising and social initiatives for Lancome, working to help the brand deliver engaging content across a number of digital channels.

"We have enjoyed an excellent working relationship with L'Oreal over the past five years, and being named U.S. digital AOR is truly an honor. The company is home to some of the most recognizable brands in the industry, and we share a common vision for success," said Bob Greenberg, chairman, CEO, and global chief creative officer at R/GA. "We are overjoyed to be taking this next step with our longtime client partner and look forward to helping these brands connect with their constituencies in meaningful ways."  

As a leader in digital advertising and marketing, R/GA has an esteemed legacy for merging compelling campaigns and innovative platform development for some of the most well-known brands in the world.

About R/GA

R/GA is a full-service digital agency that transforms the way people interact with brands. A commitment to design, technology, strategy, and innovation defines R/GA's continuing legacy as an iconoclast in the world of communications and marketing. With a range of holistic offerings that include brand development, mobile, and retail, R/GA's agency model is adaptable to the ever-changing needs of consumers in the digital landscape.

Founded in 1977, R/GA has received the most prestigious creative awards for film, broadcast, design, advertising, and interactive. It was selected as Adweek's "Digital Agency of the Decade" and "Digital Agency of the Year" in 2009. Advertising Age also named R/GA one of the "Top 10 Agencies of the Decade," and included the agency on its "Digital A-List" in 2009. Headquartered in New York with offices located throughout the world, R/GA is part of The Interpublic Group (NYSE: IPG), one of the world's largest advertising and marketing services organizations.

For more information on R/GA, please visit us on Facebook (http://www.facebook.com/rga) and Twitter (http://twitter.com/rga).

SOURCE R/GA