Mindshare has won an expanded remit with L’Oreal in China following a competitive three-way pitch, Campaign has learned.
The GroupM agency already had US$400 million worth of media and digital business with L’Oreal prior to the pitch. Meanwhile, Publicis Media's Performics had ecommerce and performance work valued at about US$100 million.
Following the pitch, which involved both incumbents along with Dentsu Aegis Network, all duties will be consolidated with Mindshare, sources have confirmed.
Over the past two decades L’Oreal has built out its portfolio of 24 brands in China, such as L’Oreal Paris, Maybelline New York, Shu Uemura and Lancôme.
Earlier this year, L’Oreal China's CMO at the time, Asmita Dubey, told Campaign a digital makeover was a key priority for the brand, leveraging data partnerships to improve its CRM strategy.
Requests for comment from the brand had not yet been returned by publication time.