Between the Lines: L'Oreal is too big a mouthful

This week, L'Oreal became the latest high-profile client to kick off the search for a global digital agency (page 1) - Coca-Cola and GlaxoSmithKline have both done the same during 2005. But the cosmetics giant will find it very hard indeed to find a digital network to service such a massive account.

Even some of the agencies on the pitchlist doubt whether any network is up to the task. L'Oreal might have to go for a roster instead, or select a global strategic partner that can farm the work out to non-network agencies.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).