Maxus grows its global L'Oreal relationship with win in the Nordics

Maxus has been appointed as the sole agency to handle strategic media planning and buying in four key European markets for L’Oréal. Maxus will be the cosmetics and beauty giant’s media agency of record in the following markets: Denmark, Norway, Sweden and Finland.

This appointment builds on the Maxus relationship with L’Oréal in the UK, Ireland and Southeast Asia, alongside GroupM’s relationship across Canada, China, Germany and Latin America. Maxus was awarded the Nordics account after a two-stage, three-way pitch.

“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”, says Mark Prestwich, General Manager for L’Oréal in the Nordic countries

Federico de Nardis, CEO Maxus EMEA, said: “After a long and thorough selection process, we are delighted to have extended the group’s relationship with L’Oréal. Maxus demonstrated digital leadership and communications planning with the rigour that a prestigious business like L’Oréal needed to see, underpinned by the scale that GroupM offers in the Nordic region. We’re looking forward to working closely with the business across the four markets to help L’Oréal lean into change at a category and consumer level.”