McCann Relationship Marketing and Tullo Marshall Warren have grabbed the two halves of L'Oreal's pounds 2 million direct marketing business after a pitch against the incumbent, Publicis Dialog, Manifesto and M&C Saatchi's direct marketing arm, Lida.
The pitch was initially called for the entire direct marketing account.
However, a decision was later made to hand the Plenitude skincare range to TMW while McCann took the hair colourants business.
L'Oreal is believed to be using the skincare and hair colour ranges as a testing ground for the role of direct marketing in the company, with accounts possibly being extended to cover other areas of the business.
'We're delighted to work for L'Oreal,' Amanda Phil- lips, MRM's managing director, said. 'With McCann's above the line we will be able to provide a very strong service. We can really realise the potential of direct marketing for them as a company.'