Carat and Columbus retain $40m L’Oréal media account

Josh McDonnell
By Josh McDonnell | 19 September 2019

Carat and Columbus have extended its partnership with L’Oréal across Australia & New Zealand.

One of the world’s leading beauty groups, L’Oréal has extended its six-year partnership with Dentsu Aegis Network’s Carat and Columbus, a Merkle Company.

Together with digital performance agency, Columbus, Carat will continue to deliver strategy, buying, planning, search and performance capabilities for L’Oréal, across Australia and New Zealand.

Carat was originally appointed to the business in 2013, following a competitive pitch and retained the account in 2017, against the likes of Zenith and Wavemaker.

The account, last reported to be worth $40 million across Australia and New Zealand, includes brands such as L’Oreal Paris, Maybelline, Garnier, Lancôme, YSL, Giorgio Armani and Viktor & Rolf.

L’Oréal is the second major retention by Carat in the last month, with the agency also continuing its work with private healthcare giant Medibank and its sister brand AHM, with the account worth $50m.

The retention of the two accounts are a good sign for both Carat and the holding group, which over the past six months has lost a significant portion of its media clients.

Major accounts including Super Retail GroupVirgin AustraliaAsahi Beverages, the AFL and The Good Guys, have all moved their business out of DAN throughout the year.

Despite this, Carat has seen success in both Perth and Adelaide, retaining Cash Converters in WA, while being appointed to the SA Government's media panel. The retention also comes just as Carat welcomes its new CEO Sue Squillace.

This week it was revealed that Carat had also won the global media account for international telco Vodafone. However, the appointment did not impact Australia, with Wavemaker's 'Team Red' retaining the account locally.

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