L’Oréal International Distribution selects Wavemaker as its EMEA strategic partner for media buying and planning

Wavemaker has been appointed by L’Oréal International Distribution (LID) as its EMEA media agency. The three-year contract starts in September 2024. The decision follows a six-month competitive process supported by the independent media and marketing consultancy Ebiquity. This was called to consolidate the media activity for LID into one trusted, strategic partner and includes its Amazon activity.

Wavemaker won the business in a final competition against OMD. The win means a further expansion of the L’Oréal-Wavemaker partnership which includes 30+ markets across the world.

Wavemaker has been tasked with supporting the LID team to positively provoke and further accelerate growth across key territories. The global media consultancy remit comprises all media buying and planning, coordinated from one central Wavemaker hub, with digital handled centrally and offline locally. Wavemaker will also support LID with the development of an impactful strategic vision through effective thought leadership content.

Toby Jenner, Global CEO, Wavemaker, and Global President, GroupM Clients, explained: “Our ability to attract and retain L’Oréal, the world’s third largest advertiser, makes me extremely proud. Our ability to operate as a cohesive and collaborative extension of their own team makes all the difference for this relationship. We’re looking forward to working closely with the LID team to further accelerate their global growth.”

Julie Hoareau, Global Chief Digital & Marketing Officer L’Oréal International Distribution added: “We are delighted to be partnering with Wavemaker global team to support the rapid growth of the LID business. We were looking to simplify and centralise our operation with a partner who could show agility, expertise, and team spirit.  We very much appreciated Wavemaker’s enthusiasm, proposals, responsiveness, and creativity.  What made them stand out from the competition was their creativity and the chemistry we felt with them as people.”