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PARIS, France — L'Oreal SA's North American unit has switched its media planning and buying to WPP Plc, dealing another blow to Publicis Groupe SA in the region after Procter & Gamble Co. moved its account earlier this week.
A spokeswoman for Paris-based L’Oreal confirmed the change, which was first reported by Adweek. She declined to comment on whether the maker of Maybelline makeup planned to alter its advertising partners in other regions. A representative for Publicis couldn’t immediately be reached for comment.
The loss for Publicis was expected after a former WPP executive recently joined L’Oreal to lead a review of the company’s media buying and planning, analysts at Kepler Cheuvreux said in a note, adding that the L’Oreal account is worth about $60 million.
Publicis this week lost P&G as a media client in North America when the consumer-goods giant moved most of its business in the region to U.S. rival Omnicom Group Inc. Publicis said shortly after it will still handle media buying for P&G in 42 other markets and that the company remained one of its biggest clients.
By Andrew Roberts, Kristen Schweizer; editors: Matthew Boyle, Paul Jarvis.
