L’Oréal has shortlisted three agencies in its UK media review.
The cosmetics company has shortlisted incumbent EssenceMediacomX, MG OMD and Publicis Media – the last is pitching as a network.
The Aperto Partnership is supporting the review, which is understood to be running until May.
EssenceMediacomX, then Essence, first started working with L’Oréal in 2019 when it helped WPP retain the UK media account. At the time the account was worth £106m and it remains one of the country’s top-spending accounts.
WPP sister agency Wavemaker held the UK account previously but, during the 2019 review, media-buying arm Group M brought in Essence to defend the account after L’Oréal signalled it wanted to take a more digital approach. Wavemaker continues to work with L’Oréal in other markets.