Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat

As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021.

The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and New Zealand. The review focused on the changes in the media landscape and ensuring the business can benefit from new talent and evolving agency capabilities.

The comprehensive review highlighted that the two agencies in the pitch, Wavemaker and Carat, both offer excellent services and are extremely professional. The management team at L’Oréal Australia and New Zealand would like to thank all the agencies who participated in the media review process for their diligence and commitment throughout the process.

L’Oréal Australia and New Zealand have had a strong relationship with Carat since 2014 and during this time, the team has assisted L’Oréal greatly in pivoting from brand awareness campaigns to accelerating eCommerce.

In winning the account, Wavemaker highlighted several key areas including, the tools and processes which can provide a competitive advantage, a strong team and an innovative approach to the challenges posed to the agencies as part of the review process. In addition, Wavemaker is the agency for a number of major international L’Oréal markets and there is opportunity for shared learnings.

Matthijs van der Putten, CMO L’Oréal Australia and New Zealand said, “After a thorough agency review, where we included both full service and specialised digital agencies, Wavemaker stood out as the best partner for our continued transformation into a beauty tech company. During the process they showed that they have the right people and tools to support us in this transformation and our continued growth in ecommerce. Wavemaker inspired us with innovative media strategies and ways of working that will bring the best out of our portfolio of international brands in the Australian and New Zealand market. Connecting offline and online touchpoints and a seamless integration between awareness and performance media.”

Peter Vogel, CEO of Wavemaker Australia & New Zealand, added: “Wavemaker are absolutely thrilled to have been appointed to handle L’Oréal’s media account in Australia and New Zealand. L’Oréal are a global beauty leader, that are setting the pace with their digital transformation, online beauty experience and growth in eCommerce sales.

“We are excited to partner with L’Oréal Australia & New Zealand on this incredible journey, and look forward to developing market-leading work that helps them achieve their purpose of ‘creating beauty that moves the world’. Wavemaker are also very aligned with L’Oréal’s commitment to diversity, equity and inclusion, and their focus on sustainability and responsible business practices. It is incredible when you have an opportunity to do truly transformational work with a partner that shares one’s ethics and culture. I would like to also thank the Wavemaker & GroupM team that displayed amazing passion throughout the rigorous pitch process,” Vogel said.

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