The luxury business -- which includes the Lancome and Biotherm brands -- has been handled by Maxus for the past three years, and passes to Optimedia without a pitch. The shift means that Optimedia now takes sole charge of media buying and planning duties for L'Oréal in Singapore, which also includes two smaller accounts: the professional products division, which it has handled for over four years, and active cosmetics, which it secured last month.
Optimedia previously won the consumer products business from Universal McCann, during a pitch that also included Maxus in mid-2005. Prior to that, the Publicis-owned agency handled L'Oréal's Garnier brand.
Optimedia representatives declined to comment, while a L'Oréal spokesperson was unavailable at press time.
Optimedia scores complete L'Oréal task in Singapore
Optimedia has consolidated its hold on L'Oréal Singapore's entire media buying and planning business, adding the US$4 million luxury products range to the $7 million consumer products account it won in mid-2005 (Media, July 15, 2005).
