McCann Adds Creative for L’Oreal’s Plentitude

NEW YORK L’Oreal has consolidated its global Plentiude account at Interpublic Group’s McCann-Erickson, shifting global creative duties on the line of facial skincare products to the shop from Publicis Groupe’s Publicis, sources said.

Sources estimated global media spending for Plenitude at upwards of $80 million (2002 U.S. spending was about $55 million, per CMR). The account had been run from the New York and Paris offices of Publicis, and McCann, too, will run the business from its New York and Paris offices, a source said. Universal McCann already handles media buying and is expected to pick up media planning from Publicis Groupe’s Zenith Optimedia, source said.

Publicis, a long-time L’Oreal roster shop, however, handles such brands as Garnier Nutrisse, Garnier Lumia and Garnier Fructis lines, all hair-care products. Duties on the latter brand were given to Publicis in late 2002 for the product line’s launch in the U.S. this quarter as part of what one source described as a “category realignment.” Publicis had already handled Fructis in Europe. Global media spending on Fructis are $30-50 million, sources said.

Paris-based L’Oreal is among the largest global clients of both McCann and Publicis. McCann already handles such accounts as the Preference and Studio Line hair-care products, and L’Oreal Paris cosmetics.

Representatives for McCann and Publicis referred calls to the client. A L’Oreal representative in New York declined comment.

Editor’s note An earlier version of this story estimated global media spending for the Plentitude account at $30 million. The correct figure is $80 million-plus.