L’Oréal, Maybelline Get a Dedicated Shop Within IPG

Beauty Village combines execs from McCann, Gotham

McCann Worldgroup is creating dedicated operating unit to service key global client L’Oréal and its subsidiary Maybelline.

Interpublic Group’s McCann Erickson is a key global creative agency for L’Oréal and adapts and distributes the Maybelline work of sister shop Gotham outside the U.S. The two brands supply some $100 million in revenue to the two shops, roughly 80 percent of which goes to McCann. As such, the success of the move is crucial to Interpublic.

Within IPG, building specialty units around mega-accounts is unusual but not unprecedented. In 2007, the company created Sandbox to win a chunk of Johnson & Johnson’s communications planning business in North America. The strategy, however, is much more common at WPP Group, with Team Detroit for Ford, Team Mazda and Enfatico, a high-profile bust for Dell. Worldgroup’s move comes in response to a request from Cyril Chapuy, global brand president of L’Oréal Paris. Chapuy assumed that role last year after serving as global brand president of Maybelline New York.

At Maybelline, he worked closely with Gotham and the new dedicated shop will reunite him with key executives there, including account leader Sheri Baron and global creative director Jane Mauksch.

Baron, Mauksch and Aude Gandon, worldwide account director on L’Oréal at McCann in Paris, are expected to assume leadership roles at the new entity, which will be called Beauty Village. The shop will have offices in New York and Paris, and, like Gotham, will report to McCann Worldgroup CEO Nick Brien.

Brien declined to discuss the move today, but in a statement, a Worldgroup representative described Beauty Village as an "initiative to create an innovative, collaborative model that will deliver the best marketing solutions for the L’Oréal and Maybelline brands around the world and across the full communications spectrum."

Chapuy was vacationing in Asia and could not immediately be reached.