L'Oreal USA Names Digitas New Digital Agency Of Record

Nov 07, 2013, 09:58 ET from L'Oreal USA

NEW YORK, Nov. 7, 2013 /PRNewswire/ -- L'Oreal USA today announced that it has named Digitas as its new digital agency of record.

(Logo: http://photos.prnewswire.com/prnh/20121002/MM85457LOGO )

Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company's brands.  L'Oreal USA has been on an aggressive path in growing its digital business over the last several years as it continues to be an increasing part of its media mix.  The 2013 L2 Digital Index® was recently released showing L'Oreal USA brands in the top three in beauty in the Genius Category.  These included Lancome, Kiehl's Since 1851 and L'Oreal Paris.

A comprehensive review process was conducted which was led by Agiliti, a digital consultancy. The review began with six agencies and was ultimately narrowed down to three.  The process included a cultural immersion of the agencies to enable L'Oreal to fully understand the agency with whom it would be working.  The rounds of review included participation by the company's key media partners, as well as current and ex-clients of the various digital agencies.  Digitas was the clear frontrunner and subsequently awarded the business. 

"As the company continues to aggressively grow its presence in the digital media landscape, it is important to partner with an agency that will continue to drive up our ROI for the business," said Marc Speichert, Chief Marketing Officer, L'Oreal Americas.  "We are confident that the selection of Digitas will serve to achieve this as the agency works to increase the company's leverage with our strategic digital joint ventures and business partners.  Digitas will also play an important role as we continue to drive innovation and experimentation in digital which is critical to L'Oreal's global goal of gaining one billion new consumers by 2020."  

"We are thrilled to partner with a progressive, innovative company like L'Oreal, and their universally loved ensemble of brands.  We are committed to bringing the best thinking and digitally-inspired ideas that can scale for and across these brands, and their valued consumers," said Baba Shetty, Chief Strategy and Media Officer, DigitasLBi, North America.

The move does not affect Labelium who will continue as L'Oreal USA's search agency of record for SEO and SEM.

L'Oreal USA, headquartered in New York City, is the largest subsidiary of the L'Oreal Group, the world's leading beauty company.  In addition to corporate headquarters in New York City, L'Oreal USA has Research and Innovation and Manufacturing and Distribution facilities across seven other states including Arkansas, Illinois, Kentucky, New Jersey Ohio, Texas and Washington.  The company's portfolio of leading brands includes Lancome, Giorgio Armani Beauty, Yves Saint Laurent Beaute, Viktor & Rolf, Diesel, Cacharel, L'Oreal Paris, Garnier, Vichy, La Roche-Posay, L'Oreal Professionnel, Kerastase and Shu Uemura Art of Hair. The U.S. is the base for product development, international marketing and advertising of L'Oreal's thirteen American brands: Maybelline New York, Soft-Sheen.Carson, Kiehl's Since 1851, Ralph Lauren Fragrances, Essie Cosmetics, Redken 5th Avenue NYC, Matrix, Mizani, Pureology, SkinCeuticals, Dermablend, Clarisonic and Urban Decay.  For more information on our brands visit www.lorealusa.com or follow us on Facebook at L'Oreal USA - Corporate Facebook Page and Twitter @LOrealUSACorp.

DigitaslBi is a global marketing and technology agency that transforms businesses for the digital age. We help companies of all shapes and sizes decide What's Next… and then we take them there. Also a top ten global agency, DigitasLBi comprises of 6,000 digital and technology experts across 40 offices in 25 countries worldwide.

In 2008 the agency created the now-annual DigitasLBi NewFront, a breakthrough, industry-leading event to showcase what's next in original, premium digital content.
In 2012, the agency successfully co-founded the Digital Content NewFronts (DCNF) to shape a new market place for original, premium online video content at scale.

DigitasLBi is a member of Publicis Groupe [listed on the Euronext Paris Exchange – FR0000130577 – and part of the CAC 40 index]. Web site: www.publicisgroupe.com.
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