L’Oréal Malaysia has transferred Wavemaker’s media planning and buying duties to the OneL’Oréal team in Zenith. The meeting starts at the beginning of July. This follows a pitch which saw GroupM, Omnicom Group and Publicis Groupe being invited to pitch in the final round after a shortlist. Ebiquity was the consultant on the ground, which was carried out for a duration of three years.
Zenith has created a bespoke agency solution, OneL’Oréal, with strategic leadership and data at the heart of integrated media strategy, channel planning, activation and buying across all media channels . OneL’Oréal is set up to foster greater accountability and transparency to support the growth of L’Oréal Malaysia’s business.
Tomas Hruska, the new Managing Director of L’Oreal Malaysia and Singapore, explained that following a thorough review of the agency and its continued transformation into a beauty technology company, Zenith has established itself. as the best partner the brand could work with. “We would also like to thank Wavemaker for its many years of partnership and support,” he added.
Meanwhile, Abhishek Bhattacharjee, Managing Partner at Publicis Media, said L’Oreal Malaysia is one of Malaysia’s most respected companies and the agency is eager to start working with them on the integrated mandate. “This win is an opportunity to cement a strong global partnership locally in Malaysia and set a new benchmark for the media craft market. I am very proud of the drive, passion and commitment of the team and grateful for L’Oréal’s confidence in choosing us,” he added. A+M has contacted Wavemaker for comment.
This comes months after the brand appointed Publicis Media to oversee performance media functions for Malaysia, Singapore and Thailand. Meanwhile, GroupM Asia Pacific won the mandate in Indonesia. The appointment is for a period of three and a half years and starts from July 1. The spokesperson for L’Oréal Singapore said INTERACTIVE-MARKETING previously that Publicis Media and GroupM stand out for their excellent services underpinned by a strong understanding of data and digital advertising technology, and he looks forward to working with the agency. IProspect was the incumbent and R3 handled the pitch.
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