Sephora has awarded its North America media account to Publicis Groupe, Campaign US has learned.
Work for the LVMH brand will be led by Digitas and is believed to be supported by data-marketing giant Epsilon, leaning into the holding company’s Power Of One model.
Responsibilities include media planning, buying and ecommerce. The account, estimated to be worth more than $200M, was previously handled by Dentsu.
ID Comms ran the review. The consultancy group declined to comment.
The pitch kicked off in November 2019. Initial meetings are believed to have taken place virtually, followed by a face-to-face in February just before the world went into isolation. It was wrapped at the end of April with more virtual presentations.
People with knowledge of the matter said agencies invited to the review were asked to build a media strategy around a new partnership with an unnamed influencer. Half way through the pitch it was revealed to be Selena Gomez.
The brand, described as a highly-sophisticated and data-driven marketer by those close to the process, is trying to think light years ahead of its direct-to-consumer competition in terms of precision engineered marketing that builds brand equity.
Sephora's decision to part ways with Dentsu goes against the grain of LVMH's group-wide partnership with the holding company.
Digitas referred comment to the client. Sephora has not yet responded to a request for a statement.
