The World: New York - ZenithOptimedia wins $75m Maybelline

ZenithOptimedia has won the $75 million Maybelline media planning and buying account from the incumbent, Initiative.

The L'Oreal-owned business is managed under the same division as L'Oreal's Garnier brand, which is already handled by ZenithOptimedia in the US.

The win comes as L'Oreal continues its $2 billion global media review, with the two incumbents, ZenithOptimedia and Universal McCann, fighting for the business in a two-way pitch.