As part of L’Oréal’s global corporate governance process, which includes a media review every four years, L’Oréal Australia and New Zealand have appointed the agency GroupM Wavemaker as a new media agency from from October 1, 2021.
The review process was overseen by Ebiquity, an independent consultant managing the process on behalf of L’Oréal Australia and New Zealand. The review focused on changes in the media landscape and ensuring the business can benefit from new talent and evolving agency capabilities.
The full review highlighted that the two pitch agencies, Wavemaker and Carat, both offer excellent services and are extremely professional. The L’Oréal Australia and New Zealand management team would like to thank all of the agencies that participated in the media review process for their diligence and commitment throughout the process.
L’Oreal Australia and New Zealand have had a strong relationship with Carat since 2014 and during that time the team has greatly helped L’Oreal move from brand awareness campaigns to e-commerce acceleration.
In winning the account, Wavemaker highlighted several key areas, including tools and processes that can provide competitive advantage, a strong team, and an innovative approach to the challenges faced by agencies in the review process. Additionally, Wavemaker is the agency for a number of L’Oréal’s major international markets and there are shared learning opportunities.
Matthijs van der Putten, CMO L’Oréal Australia and New Zealand, said: “After a thorough agency review, where we included both full-service agencies and specialist digital agencies, Wavemaker established as the best partner for our continued transformation into a beauty technology company. During the process, they showed that they had the right people and the right tools to support us in this transformation and our continued growth in e-commerce. Wavemaker has inspired us with innovative media strategies and ways of working that will make the most of our portfolio of international brands in the Australian and New Zealand market. Connecting offline and online touchpoints and seamless integration between outreach and performance media. »
Peter Vogel, CEO of Wavemaker Australia & New Zealand, added: “Wavemaker is absolutely delighted to have been appointed to manage L’Oréal’s media account in Australia and New Zealand. L’Oréal is a global beauty leader, setting the pace with its digital transformation, online beauty experience and online sales growth.
“We are thrilled to partner with L’Oréal Australia and New Zealand on this incredible journey, and we look forward to developing cutting-edge work that helps them achieve their goal of ‘creating beauty that moves the world’. Wavemaker is also highly aligned with L’Oréal’s commitment to diversity, equity and inclusion, and its focus on sustainability and responsible business practices. It’s amazing to have the opportunity to do truly transformative work with a partner who shares their ethos and culture. I also want to thank the Wavemaker & GroupM team who showed incredible passion throughout the rigorous pitch process,” Vogel said.
