WPP has won Estée Lauder’s £500 million (AUD $987 million) global media account following a pitch that consolidated its roster.
As first reported in AdAge, WPP will now be working with Estée Lauder’s owned brands such as Clinique, MAC, La Mer, Jo Malone London, Origins, Bobbi Brown, Aveda and more.
B&T understands the global review covers Australia, but the work will be headquartered from WPP Media’s Singapore office. Wavemaker works with cosmetics rival L’Oreal in this market.
Locally, OMD has handled Estée Lauder’s offline media planning and buying for many years, while Sparro by Brainlabs handled digital. Monks was the incumbent in North America; Brainlabs in the UK and Ireland; and Stagwell within Europe and India.
The move follows Aude Gandon joining the brand as its chief digital and marketing officer in August of last year. Previously she was at Nestlé, where she was senior VP, global chief marketing and digital officer.
A report in Campaign in January announced that the beauty giant was reviewing its media planning and buying requirements around the world.
OMD and WPP Media declined to comment.
