L’Oreal Canada Switches Marketing Gears, Replaces Its Ad Agency

L’Oreal Canada is terminating its 15-year relationship with advertising agency ZenithOptimedia and has hired Toronto-based GroupM to handle its media buying and planning duties beginning in 2014. The account spans 31 beauty brands, representing a third of the beauty and cosmetics market in Canada. According to L’Oreal, the agency switch did not come about because of dissatisfaction with ZenithOptimedia, nor does it mean a shift in media strategy. The company will continue to focus on content marketing, with brands integrated into videos, events and shows that viewers are already paying attention to. Most of L’Oreal’s ad budget remains devoted to television. But digital is the fastest-growing segment of its marketing spend.