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Cosmetics giant L’Oreal USA’s consumer products division has consolidated its media buying assignment with Interpublic Group’s Universal McCann, the company has confirmed.
The shift came after a review, managed by Accenture, that pitted the two incumbents on the account — UM and Publicis Groupe’s Zenith Optimedia — against each other.
L’Oreal spent $710 million in U.S. measured media last year, up from $660 million in 2008, according to Nielsen. Those figures do not include digital spending.
Joe Campinell, president of L’Oreal USA consumer products, said: “This is a strategic evolution of our agency model.
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