WPP Media has secured a renewed mandate to manage L’Oréal Australia and New Zealand’s media planning, buying, advocacy and influencer marketing business after winning a competitive agency review for an account estimated at more than $190 million.
The advertising group retained the partnership after competing against Publicis Groupe and Omnicom Media, while Dentsu exited the review during the earlier stages of the selection process. The renewed appointment extends WPP’s relationship with one of the world’s largest beauty companies.
L’Oréal confirmed the completion of its media agency review, with Brandspur Brand News reporting that the company selected WPP following an extensive competitive process involving several global agency networks.
The beauty giant’s portfolio includes globally recognised brands such as L’Oréal Paris, Maybelline, Lancôme, CeraVe, La Roche-Posay, NYX Professional Makeup, Kiehl’s, Redken and Yves Saint Laurent Beauty.
WPP has managed L’Oréal’s media planning and buying business in Australia and New Zealand since 2021, when Wavemaker won the account. The partnership expanded further in 2024 with the creation of Beauty Tech Labs, an integrated team bringing together expertise from Wavemaker, WPP Media and Ogilvy PR to oversee media, advocacy and influencer marketing activities.
The agency structure is designed to combine media strategy, data, technology, public relations and influencer capabilities within a single operating model aimed at supporting L’Oréal’s evolving marketing needs across the region.
The latest contract win strengthens WPP Media’s position in the highly competitive global advertising industry and reinforces its long-term relationship with L’Oréal as brands continue increasing investment in integrated media, digital marketing and creator-led campaigns.
