L’Oréal confirms full agency roster as The Content Works expands remit
Social media and creative agency The Content Works is the latest to join L’Oréal Group’s agency village, and after a number of individual announcements causing confusion, the brand has confirmed its full agency roster to Mumbrella.
With 32 brands in its portfolio – including L’Oréal Paris, Garnier, Maybelline, NYX, Kiehl’s, La Roche-Posay, and Lancôme, among many others – it’s no wonder L’Oréal Group needs such a large agency village.
But, over the past six months, a number of individual announcements from agencies have left many confused without the full picture.
In October, recently-launched AI-powered agency 2045 joined the roster, with a focus of delivering its ‘Big Ideas with Semi-Automatic Execution’ proposition for the brand. It is said to enable brands to focus on strategy and creative, while AI-driven operations streamline the requirements of modern marketing.
Then, in November, Clemenger BBDO made its announcement, with its remit including strategic, creative, digital, and social for brand and tactical campaigns. Clemenger’s production arm, MADE THIS, was already working with the brand.
Also in November, M&C Saatchi Group joined the roster, building on its exiting relationship with one of L’Oréal’s brands, Garnier. The partnership is expected to improve L’Oréal’s in-market status and consumer engagement.
Most recently, social media and creative agency The Content Works has been added to the village, after a competitive tender process.
The partnership builds on the agency’s existing four-year relationship with L’Oréal Corporate, with its expanded remit now including L’Oréal Group’s brand portfolio.
Alex Noonan, director of the agency, said: “Through my 20 year career in beauty and fashion, I’ve always had a very close relationship with the L’Oréal Groupe and have a huge respect for their powerhouse brands, people and category leadership.
“What excites me most about this opportunity is developing strategies to engage with L’Oréal Groupe’s incredibly diverse breadth of consumers,” Noonan continued.
“L’Oréal Corporate was one of The Content Works first clients, so we’re thrilled to broaden this relationship and to be appointed to the agency village to continue to work closely with these formidable brands and innovate together.”
Adriana Kritharides, brand engagement lead for Kiehl’s said of The Content Works’ appointment: “The Content Works emerged as a leader in the tender process, showing in depth knowledge of social platforms and tailored strategies for each of the brands.”
Meanwhile, Cyclone Creative was also appointed in March last year as the content production agency of record in Australia and New Zealand for L’Oréal Paris – the group’s leading brand. The agency was appointed to create more localised campaigns and content, to appeal more to the audience.
While L’Oréal Group did not provide a comment, it has confirmed its full roster to Mumbrella.
Alongside the aforementioned agencies, the village going into 2025 also includes Havas’ recently-acquired media and creative production agency Hotglue and Dentsu’s Tag Worldwide.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Adriana Kritharides
agency roster
agency village
Alex Noonan
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L'Oréal Group
The Content Works
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