Media Agency Review


The 2013 L’Oréal UK & Ireland media review represented all divisions of the business – the Consumer Products Division, Luxury, Professional Products Division, ACD, Galderma and Bodyshop. Collectively, these businesses represent some of the UK’s best know cosmetics, skincare and fragrance brands including L’Oréal Paris, Maybelline, Giorgio Armani, Garnier and Lancôme.


L’Oréal approached ID Comms in 2013 seeking to review its long-standing media agency arrangements with ZenithOptimedia, which had been the incumbent on the business for around eight years. In addition, L’Oréal was looking to utilise the media review as a platform for driving significant change in its internal media management processes – acknowledging that in order to realise the full value of media investments, existing media governance approaches would need to be transformed.


The L’Oréal UK & Ireland media agency review had a clear strategic ambition – to find an agency partner than could drive media transformation and best manage their media investment today, while also providing the ability to grow and adapt as L’Oréal’s challenges evolve. The review was designed to stress test the UK & Ireland’s best media agencies and identify an agency that was best placed to provide: • Additional media value improvements; • Best in market strategic planning resource and processes; • Committed agency team to help transform existing media governance behaviours; • Digital integration and innovation; and • Data-driven reporting dashboards to deliver improvements in media management.


The review was concluded in Q4 2013 with the successful agency, Maxus, assuming responsibility for L’Oréal UK & Ireland’s media strategy and investment. ID Comms exceeded L’Oréal’s strategic and value creation targets for the review and were retained through Q1 2014 to work with L’Oréal and Maxus in establishing new media management processes and setting up data-driven media planning and reporting systems.

“ID Comms were a breath of fresh air compared to the traditional media auditors I had met”
Gayle Noah, Media Manager L’Oréal UK & Ireland
The largest UK media agency review of 2013 encompassing £135m in annual spend.
Complex client organisation with six divisions.
An opportunity to re-think existing media management processes.
Process included three planning briefs across a four-month period.
Result: Completed in Q4 2013 with transition into Maxus from ZenithOptimedia
ID Comms designed and managed the end-to-end process and were then retained to help establish improved media governance processes and behaviours.
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