WPP Media has successfully won L’Oréal Australia & New Zealand’s $190 Million media planning, buying, advocacy and influence account, securing a renewed partnership following a competitive review.
The agency emerged ahead of rival networks Publicis Groupe and Omnicom Media, while Dentsu exited the pitch during the earlier stages of the selection process.
Confirming the appointment, a L’Oréal Australia & New Zealand spokesperson said the company had concluded its media agency tender after an extensive review.
“Following a thorough and highly competitive review process, L’Oréal Australia & New Zealand has finalised its media agency tender. We are pleased to work with WPP as our media partner. We would like to thank all the participating agencies for their exceptional energy, strategic thinking and professionalism throughout this process.”
L’Oréal is home to some of the world’s leading beauty and skincare brands, including CeraVe, La Roche-Posay, L’Oréal Paris, Kiehl’s, YSL, Lancôme, NYX Professional Makeup, Maybelline and Redken.
WPP’s relationship with the cosmetics giant dates back to 2021, when Wavemaker won the company’s media planning and buying account from Carat. In 2024, WPP expanded the partnership by launching Beauty Tech Labs, a dedicated team combining expertise from Wavemaker, WPP Media and Ogilvy PR to oversee advocacy and influencer marketing. Social creative agency The Content Works also forms part of L’Oréal’s broader agency roster.
The integrated structure mirrors the bespoke agency model WPP developed for Suncorp through Open Era, bringing together media, influencer and advocacy capabilities under a single operating model. Industry sources estimate the combined account is worth more than $190 million in annual billings.
Commenting on the win, WPP Media ANZ Chief Executive Aimee Buchanan said the renewed partnership highlights the strength of the group’s integrated capabilities.
“This win is a strong reflection of WPP Media and how we bring our capabilities together in new ways to help clients unlock truly limitless growth,” Buchanan said.
“What’s most exciting is the model we’ve built together with L’Oréal, designed not for where the business is today, but for where it’s going next. It brings together the best of our people, data, technology and specialist capabilities across the group, and shows how we can shape the future of marketing in partnership with our clients.”
Wavemaker CEO Peter Vogel said the agency was proud to continue its long-standing relationship with the beauty company, noting that the review process had strengthened the partnership.
“L’Oréal has been an incredible partner, and this continued partnership is something we’re extremely proud of,” Vogel said.
“The process challenged us to evolve how we work together, and what came through strongly was the depth of collaboration, trust and ambition on both sides.
“We have an incredible team working on L’Oréal – it’s a relationship built on delivering results and innovation day in and day out. We’re excited to continue that relationship and keep pushing forward and unlocking new opportunities for growth.”