L’Oreal New Zealand has appointed .99 as agency of choice for its consumer products division, the umbrella group for L’Oreal Paris, Garnier and Maybelline brands.
L’Oréal’s professional products and luxury products divisions remain with their incumbent agencies and the company’s public relations activities across the entire business stay with Pead PR.
DraftFCB Media retains media procurement.
L’Oreal New Zealand Executive General Manager Brendon Urlich says the creative services review was designed to deliver greater strategic value in the New Zealand market.
He says the move to streamline processes represents a smarter way of working.
"The activity has been too fragmented in the past and the appointment of .99 consolidates our three brands under one agency roof. We expect to see terrific improvement in productivity through this single agency focus.
"While our business is synchronised across Australia and New Zealand this consolidation has made it possible to retain a New Zealand agency and delivers all the benefits of local community knowledge.
"The focus of the review has been very much on how we can better adapt and localise international creative so it resonates more strongly with New Zealanders.
"We evaluated some great teams in the process but .99 with its combined resources across the disciplines of retail advertising, production, CRM and social media was the right fit for us.
".99 will start picking up elements of the business immediately with a swift transition over the next few months," Mr Urlich says.
Ben Goodale, Managing Director of .99 commented, "We cherry picked a team with strong beauty category experience from .99 and justONE to give L’Oreal a comprehensive offer across traditional and digital advertising, CRM and social. It was exciting to bring this together for them; we are amped to be working with the L’Oreal team."
Craig Whitehead, Chief Creative Officer of the newly combined .99 and justONE added, "L'Oreal is a world class brand and we are excited by the opportunity to work with the local team to maximise their effectiveness in NZ".
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