L’Oreal USA has named DigitasLBi as its new digital media planning and buying shop, replacing Publicis Groupe sibling Moxie Interactive, Atlanta. The shift follows a review that also included teams from WPP and Havas as finalists, said Marc Speichert, chief marketing officer of L’Oreal Americas.
“We were very impressed by the Digitas analytics team, so that was one of the key determining factors,” he said. Another was capability for continuing joint business planning that L’Oreal has been doing with major digital media players, a system similar to the sort of annual planning the marketer does with such big customers as Walmart.
L’Oreal’s biggest annual joint business plan for digital media is with Google, Mr. Speichert said, and Digitas “has a very privileged relationship with them.”