L’Oreal USA today announced that it has named Digitas as its new digital agency of record.
Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company’s brands.
According to L’Oreal USA, it 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.
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, said L’Oreal.
“Digitas will 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,” said Marc Speichert, chief marketing officer, L’Oreal Americas.
“We are thrilled to partner with a progressive, innovative company like L’Oreal,” 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 stated to be the largest subsidiary of the L’Oreal Group, the world’s leading beauty company.