L’Oréal adds Clemenger BBDO to agency village
L’Oréal Group has appointed Clemenger BBDO to its agency village, following a competitive pitch process.
The agency will be responsible for both brand campaigns and social in the AUNZ market and across L’Oréal’s portfolio of brands, which includes the L’Oréal masterbrand, Garnier, Maybelline, Nyx, Kiehl’s, La Roche-Posay, and Lancôme.
Its remit will include strategic, creative, digital, and social for brand and tactical campaigns, as part of the agency village.
Clemenger BBDO won the account after a four-stage tender process, involving both a strategic brand response and a social response, which was driven by its earned offering, Chemistry Set.
Rachel Taylor, L’Oréal Australia and New Zealand’s procurement lead for the pitch process, said: “We ask a lot of our agencies, and this process was no exception, where we shortlisted agencies based on capability, then tested their understanding of our category, our brands and our target audiences.
“It was a rigorous four-stage process and Clems demonstrated their exceptional experience and capability across both brand (strategy, creative and digital) and social. We are extremely excited about what we can do in partnership together.”
The agency’s production offering, MADE THIS, was appointed to the L’Oréal Group agency village last year, and will work closely with Clemenger BBDO.
“When you are all about creating work that Australians talk about, having the opportunity to work across such an exciting portfolio of brands for L’Oréal was one of our sweetest wins this year,” said Dani Bassil, Clemenger BBDO’s chief executive officer.
“The potential to do work that lives in culture is endless.”
Creative agency 2045 was also added to the agency village last month.
The partnership has already begun, with first work expected to drop in early 2025.
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