L’Oréal welcomes M&C Saatchi Group to agency village
M&C Saatchi Group is the latest addition to L’Oréal Group’s agency village.
As part of its appointment, M&C Saatchi will create campaigns – both creative and strategic – for L’Oréal’s brand portfolio – a catalogue that already contains well-known beauty brands such as Maybelline, Lancôme, Nyx, La Roche-Posay, Kiehl’s, L’Oréal Paris and Garnier.
The partnership is expected is bolster the creative agency’s relationship with Garnier, while further improving L’Oréal’s in-market status and consumer engagement.
According to Garnier and Thayers’ communications manager, Bianca Cowie, the appointment was predestined as M&C Saatchi and the beauty giant first engaged with each other close to one year ago for a project. The agency’s performance and capabilities impressed L’Oréal.
“We first met the M&C Saatchi team almost a year ago on a project basis,” Cowie said.
“They blew us away with their depth of thinking and creativity.
“The team’s understanding of youth culture and their ability to execute in culture more broadly is a real strength that we intend to lean into.
“They join our broader agency village where their scale and understanding of intergenerational Australians and New Zealanders will add a new depth of capability to our team.”
M&C Saatchi’s chief executive officer, Michael McEwan, added: “Partnering with L’Oréal Group is a tremendous opportunity to work with a business synonymous with innovation, influence and excellence.
“During the pitch process they challenged us to bring bold storytelling, cultural power and creative thinking across their portfolio of brands. Their team is bursting with talent and a desire to drive meaningful connections with their consumers and their communities.”
M&C Saatchi’s appointment to the agency village comes in the wake of several client wins for its portfolio, including the Australian Red Cross’s Lifeblood – which launched a donation campaign with assistance from the agency in late September 2024 – BeIN Sports and Chery Motor’s Jaecoo.
Last week, creative agency Clemenger BBDO was unveiled as a member of L’Oréal’s agency village, charged with spearheading social and brand campaigns for the beauty titan’s brand portfolio for the Australia and New Zealand market.
In October, another creative agency named 2045 was also adopted into the agency village.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Bianca Cowie
Garnier
Kiehl's
L'Oréal Paris
La Roche-Posay
Lancôme
M&C Saatchi
M&C Saatchi Group
Maybelline
Michael McEwan
Nyx
Tahyers
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