In China, it is believed that the agency has secured the national print buying business for Maybelline, which was previously handled by Universal McCann, along with print buying for L’Oreal’s luxury products division. The shift does not affect MindShare’s existing L’Oreal business in China, which currently comprises planning and buying for the Vichy brand, and part of the group’s national buying business.
In Malaysia, meanwhile, L’Oreal marketing director Irving Holmes Wong confirmed that the entire buying and planning business had shifted from MindShare – which retained the business in 2005 – to Optimedia. L’Oreal Thailand’s media buying and planning moved from Universal McCann to ZenithOptimedia in late 2006, one year after the Interpublic agency secured the business.
