MEDIA PLANNING

Cosmetics giant L’Oréal expects its new media agency to make waves

By our African Marketing Confederation News Team | 2024

Wavemaker to be L’Oréal’s strategic partner for media buying and planning in the Europe, Middle East and Africa regions.

L’Oréal, the international cosmetics giant, has appointed media agency Wavemaker as its strategic partner for media buying and planning in Europe, Middle East and Africa.

Photo: L’Oréal

The appointment of Wavemaker – which is one of the largest media agency networks in the world and has a client base that includes Chanel, Colgate-Palmolive and Mondelēz International – follows a six-month competitive process handled by London-based marketing consultancy Ebiquity, a specialist in media investment analysis. 

 

This process required the media activity of L’Oréal’s International Distribution arm (LID) to be consolidated with one strategic partner. LID markets brands such as Lancôme, Giorgio Armani Beauty, Yves Saint Laurent Beauté, Ralph Lauren, Maybelline New York, Diesel and Garnier. 

 

New York-based OMD, which claims to be world’s largest media agency network and is part of the Omnicom Group, was a contender. 

 

Appointment is for three years 

 

The appointment of Wavemaker as media buying and planning strategic partner is for a three-year term that starts in September 2024. Wavemaker is already partnering with L’Oréal in various markets and this marks an expansion of that relationship. 

 

“We are delighted to be partnering with the Wavemaker global team to support the rapid growth of the business,” comments Julie Hoareau, Global Chief Digital and Marketing Officer for L’Oréal International Distribution. 

 

“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.” 

 

Adds Wavemaker’s Toby Jenner: “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 team to further accelerate their global growth.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.