The closely contested high-profile L’Oreal media pitch has finally concluded, and the decision is in favour of Maxus. Maxus won this account after a pitch process, which was participated by the incumbent agency - Lodestar, Madison and ZenithOptimedia. Lodestar and Maxus was shortlisted for the final round.
Industry sources have pegged the business in the vicinity of Rs 130-150 crore.
Making a change after five years, L’Oreal India has decided to hand over the print, television and radio media spends to Maxus. The business was first awarded to Lodestar UM in June 2005. Lodestar UM will continue to handle the digital medium for L’Oreal. Neither of the agencies will handle the OOH medium for the client.
In a conversation with exchange4media, Vismay Sharma, Director, Consumer Products Division, L’Oreal India Ltd, said, “We do media reviews every few years, and this decision is a result of a recently concluded pitch. It was a very close competition between the two agencies – Lodestar and Maxus – and we have now appointed Maxus to handle the print, television and radio mediums. Lodestar would handle digital.”
Ajit Varghese, MD, Maxus India, said, “We continue to win the trust of clients by showcasing our new philosophy of Relationship Media and come up with media solutions, keeping the consumer and the business at the core. Proud to have L’Oreal as part our prestigious clientele and we would love to partner them in their vision to build a great business in India.”