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.