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L'Oreal appoints Maxus to Nordics account

20 October 2014
L'Oreal appoints Maxus to Nordics account

L’Oreal has appointed Maxus to handle its media across the Nordic region, following a four-month review of the account.

Maxus, which picked up L’Oreal’s $200m UK and Ireland media business last year, will handle all planning and buying in Denmark, Norway, Sweden and Finland. The account was previously held by PHD.

Speaking exclusively to M&M Global, Maxus EMEA chief executive Federico de Nardis described the business as a “big win” for the agency, which, to date, has only worked at a “local level” in the region with its operations in each country.

“It has been a long but very exciting project to work on. For Maxus, it is the first big win at Nordic level. We’ve been focused on local clients and this is our first Nordic opportunity, which helps us to build a stronger team and a stronger position in the region,” said de Nardis.

Although the Group M agency has worked for some time with L’Oreal in Asia, de Nardis described last year’s UK and Ireland account win as “game-changing” for Maxus in Europe, proving it can work with “one of the biggest FMCG companies in the world”.

Mark Prestwich, general manager for L’Oréal in the Nordic countries, added: “We have had a strong and productive relationship with PHD since 2011, but believe now is the moment for change.

“The media landscape is evolving rapidly. It challenges us to innovate and find new ways of connecting with consumers. We believe that Maxus are the agency most capable of navigating our business through this period of transformation.”

Last month, L’Oreal appointed UM to its Middle East and North Africa media account following a four-way shootout.

Related stories:
Lindsay Pattison promoted to global CEO for Maxus
Maxus hires Adams as digital head
Celebrating 25 years of M&M with Neil Stewart from Maxus

Alex Brownsell, London

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