Estée Lauder has chosen Johannes Leonardo for global creative assignment, including both traditional and digital ads, Adweek reports.
The decision follows a creative review in which Sid Lee was also identified as a finalist, and also included McKinney in initial presentations. While global spending figures were not available, Adweek reported the brand spent around $100 million in media last year in the U.S. alone. Estée Lauder has historically opted for regional campaigns, but looks to create global campaigns going forward. While “Johannes Leonardo referred calls to the New York-based Estée Lauder,” and Estée Lauder refused to comment, Adweek sources “said that the company had told the finalists of its decision.” Johannes Leonardo will not be responsible for global media, which will remain at Omnicom Group’s OMD.