L’Oreal Sends Its $900M Media Business to MEC

By Patrick Coffee 

WPP is the big winner in the latest round of “Mediapalooza,” in which L’Oreal consolidated its U.S media business with MEC after an 8-month review. (All the members of GroupM will handle consolidated buying duties for the client.)

Nadine Karp McHugh, who has been svp of omni media, strategic investments and creative solutions at L’Oreal for just over a year, told Adweek:

“MEC brings a shared vision for the future of our ever-changing business, strong digital expertise and leadership with truly integrated teams built for us, and the tools and technology to develop Omnimedia solutions. Combined with the buying power of GroupM, we believe that we’ve found the perfect partner to help us co-create the future of beauty along with our media partners.”


Why do our readers care? Because this decision marks a win for Martin Sorrell and another loss for Maurice Levy, of course.

The incumbents on the account were DigitasLBi and IPG’s UM. Despite losing out in this review, the latter shop has been one of the big winners in this year’s “Mediapalooza,” picking up the global Johnson & Johnson account and a large share of the Coca-Cola business earlier in the year.

Another winner is Omnicom, which is going to launch a whole new media network after swiping P&G from Publicis earlier this week.

The client spent almost $900M on measured media last year.