Thursday, August 22, 2013

L’Oreal Puts U.S. Digital Media Up for Review...

L’Oreal Puts U.S. Digital Media Up for Review

L’Oreal is putting its U.S. digital-media planning and buying account, currently handled by Publicis Groupe’s Moxie, up for review. The move comes as the giant beauty marketer examines the return-on-investment its getting from digital spending, which has jumpd rapidly in recent years.

Atlanta-based Moxie, which has worked on the business for three years, will defend the account. L’Oreal is reaching out to several other shops with a request-for-proposal and will identify participants later this week, said Marc Speichert, the company’s chief marketing officer for the Americas.

Although news of the review comes on the heels of Publicis Groupe’s proposed merger with Omnicom, the deal didn’t play a role in the decision to call the review, Mr. Speichert said. Another M&A-related wrinkle for Moxie came last week with the announcement that Publicis is acquiring Engauge, and that shop and Moxie are both part of a rollup of agencies under Publicis Groupe media agency Zenith.

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