L’Oreal Australia has appointed Carat as its media agency for 2014, following a lengthy competitive pitch.
Carat, PHD and incumbent UM fought it out for the $40 million account.
A statement from L’Oreal said: “As the media landscape’s changes are accelerating, L’Or√©al Australia requires more focus, recourses and insights in order to maintain its position as the frontrunner in the Australian health and beauty market.
“With L’Or√©al Australia’s increased focus in digital communication, combined with the rapid development of e-commerce, it has become necessary to fully engage with its consumer using the latest, most engaging communications.
“Demonstrating proven excellence in both offline and online media strategy, Carat were selected as the strongest media agency in Australia, to partner with the group.”