L’Occitane appoints first media agency, Audience Precision
French skincare brand L’Occitane has appointed Audience Precision to handle its media strategy and offline media buying.
This is the brand’s first media agency in the Australian market, as it has previously handled all of its media capabilities in-house.
The agency has been appointed after L’Occitane decided to move away from its in-house media strategy and buying. The brand said it was “impressed with Audience Precision’s insights, data set and strategic approach”.
Haydon Bray
Global CEO of Audience Precision, Haydon Bray said: “The L’Occitane team are well-known for their commitment to sharing their product and brand ethos globally, and our role will be able to help the brand connect with their Australian audiences. Our ability to align insights to actionable media strategies and activate offline media buying for the Australian marketing team were key draw-cards for the brand and we’re really looking forward to activating this next phase in the company’s growth here.”
L’Occitane marketing director, Pam Wilson said that the brand was looking for a partner to take its media strategy to “the next level”.
“We were very excited with Audience Precision’s insights and ideas and we can’t wait to start our collaboration.”
Founded in France in 1976, L’Occitane beauty products are made using natural and traceable products. It currently has 56 boutique retail stores nationwide.
The appointment is effective immediately, and comes on the back of the agency’s recent win to handle media strategy and insights for RM Williams in January, with duties ranging across 12 international markets including Australia, the US and the UK.
Audience Precision said that it recently became the first company to partner with Amplified Intelligence Technologies, and will be incorporating its new attention AI-based media planning tool, attentionTRACE Media Planner, into its strategy suite.
The agency was founded by Bray, who is a media agency entrepreneur and former chair of Dentsu Aegis Network’s Carat in March last year. Warner Music the agency’s foundation client, with Bray saying it was established on a model that ‘no other media agency has even thought of’.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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