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NEW YORK L’Oreal USA said it has moved Maybelline’s approximately $75 million media planning and buying business to Publicis Groupe’s ZenithOptimedia.
The Maybelline assignment had been with Interpublic Group’s Initiative.
L’Oreal also confirmed that its worldwide consumer media business is up for grabs in a separate review but provided no details. The client spends about $2 billion annually on global advertising, though it is not clear how much of that is in play. (L’Oreal’s lead global shops are ZenithOptimedia and IPG’s Universal McCann, though some other agencies including Initiative, WPP Group’s MindShare, Aegis Group’s Carat and Havas’ Media Planning Group also work on the business.)
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