L’Oréal
Media Excellence Training

Background

L’Oréal is a world leader in beauty with products in the make up, perfume, haircare and cosmetics sectors. Its brands include L’Oréal Paris, Garnier, Maybelline New York, Giorgio Armani Fragrances and Lancôme.

Challenge

Following an internal audit of marketing capabilities, L’Oréal Worldwide identified a clear knowledge gap in terms of media and digital understanding within in-country marketing and procurement teams. Given the critical importance of media in driving L’Oréal’s global business growth, L’Oréal Worldwide considered it an essential priority to address this knowledge gap.

Having moved from a consolidated global arrangement to appointing their media agencies on a market-by-market basis, L’Oréal Worldwide no longer had a single media agency network that could support it by developing a high-quality, global media-training programme that could be delivered with consistency on a market by market basis to meet this need.

Given the strength of its existing relationship, L’Oréal Worldwide engaged ID Comms to develop a comprehensive training program that would improve in-market understanding of media principles, terminology and trends throughout organisation.

Action

ID Comms developed a modular training program bespoke to L’Oréal’s specific business requirements that covered the following key areas of focus:

  • Media Landscape & Context
  • Integrated Marketing Communications
  • Digital Excellence & Innovation
  • The Media Value Chain
  • Evolution of Media Trading
  • Agency Payments & Incentives

All materials were customised to L’Oréal’s brand identity and marketing processes, with content designed to be relevant to both marketing and procurement teams to ensure consistency in knowledge and competence across these two critical business functions. Each module was accompanied by high-quality speaker notes to enable the training program to be delivered by key stakeholders with the L’Oréal Worldwide marketing team.

Results

ID Comms developed bespoke modular training programme with speaker notes which was designed to deliver additional knowledge in six key areas from media landscape to agency payment.

Summary
L’Oréal is a world leader in beauty with products in the make up, perfume, haircare and cosmetics sectors.
An internal review had identified a clear knowledge gap in media and digital understanding within in-country marketing and procurement teams.
A shift to local market media agency appointments meant they couldn’t ask their media agency partners to deliver a consistent training programme.
ID Comms was asked to develop a comprehensive training programme that would improve understanding of media.
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