L'Oreal USA Picks Moxie for Digital Media Agency of Record

ZenithOptimedia Atlanta Unit Gets Account as Beauty Giant Prepares Major Increase in Online Spending

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BATAVIA, Ohio (AdAge.com) -- L'Oreal USA has selected Publicis Groupe's Moxie Interactive, Atlanta, as its digital media agency of record for almost all of its U.S. business.

The assignment covers L'Oreal's Kiehl's business.
The assignment covers L'Oreal's Kiehl's business.
The move gives Moxie, acquired in 2006 by Publicis' ZenithOptimedia, a major and potentially lucrative account with the world's biggest beauty player in a market where it plans to significantly step up digital spending, said U.S. Chief Marketing Officer Marc Speichert.

Moxie already had handled digital and creative work for L'Oreal's Maybelline/Garnier division, while Interpublic Group of Cos.' Universal McCann, New York, handled digital media buying for L'Oreal Paris, according to a person familiar with the matter. A spokeswoman for L'Oreal said Moxie had won the account after a review, but did not disclose the other participants or incumbents. A L'Oreal spokeswoman did confirm that Universal McCann previously handled digital media planning and buying for L'Oreal Paris and Moxie for Maybelline/Garnier. In addition, MEA Digital, New York, previously handled digital media planning and buying for L'Oreal's luxury division.

The digital-media assignment also covers L'Oreal's prestige, professional, luxury and Kiehl's businesses, but not the Body Shop, another retailer owned by the company.

UM continues to handle L'Oreal USA's TV and print buying assignments as well as media planning for the L'Oreal Paris division. Publicis' ZenithOptimedia handles media planning for Maybelline/Garnier, Lancome and the International Designer Collection, and Interpublic's R/GA, New York, also handles digital creative duties for the company.

L'Oreal spent $890 million in 2009 and $766 million through the first nine months of 2010, when it appeared well on track toward its first billion-dollar-plus year for measured media spending, according to Kantar Media. Only $5.7 million in 2009 and $6.5 million in 2010 went toward measured internet, but that data doesn't cover ads on smaller websites, search, mobile and some video advertising and doesn't capture the full cost of behavioral targeting.

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