Optimedia secures further business in L’Oreal brand rejig

Optimedia has increased its foothold on the L’Oreal account by swiping a portion of the business from fellow incumbent Universal McCann.

Optimedia has increased its foothold on the L’Oreal account by

swiping a portion of the business from fellow incumbent Universal

McCann.



It is the first time that business has moved between the two media

agencies.



Optimedia will now handle the Coiffure business, which includes Keratase

and Redken hair treatments and shampoos, Majirel and Majimeche hair

colourants and the Professional range used in hair salons.



Optimedia presented ideas on the business to Lancome’s then managing

director, Peter Bloxham, after which Uni-versal McCann resigned the

account.



Chris Shaw, the joint managing director at Universal McCann, said: ’We

agreed to part company because the type of service they are now

requiring isn’t what we can provide. They want to do more PR than above

the line.’



Optimedia claims, however, that because of forth-coming Coiffure product

launches in 2001 the adspend will increase to pounds 2 million.



According to MMS, less than pounds 1 million was spent on the brands

last year.



Optimedia claims that its communication network, village@optimedia, was

instrumental in the move and will focus on developing event and customer

marketing.



Simon Matthews, the managing director of Optimedia, said: ’The link

between the brand, professional salons and the consumer is something we

will try to improve.’



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