Publicis Groupe Reappointed by L’Oréal Vietnam, for All Media Planning and Buying
L’Oréal Groupe, Vietnam has reappointed Publicis Groupe, Vietnam, for a second term after a competitive review. Publicis Groupe’s bespoke solution for L’Oréal Groupe, ONEL’ORÉAL powered by Starcom, started its engagement with L’Oréal Groupe in 2020 when Starcom won the media mandate from GroupM. After 3.5 years of a successful relationship, a statutory media pitch was initiated, which lasted for three months.
Pierre-Olivier Guy the chief digital and marketing officer for L’Oréal Groupe, Vietnam. said: “We would like to thank agencies taking part in the process. After recently assessing the media agency landscape in Vietnam, it is an honour for L’Oréal Groupe, Vietnam to extend our partnership with Starcom. We were impressed by the level of commitment, passion, and enthusiasm shown throughout the selection process. This award also recognises the great work done by our respective teams in recent years. Our collaboration delivers superior and award-winning work that helps us connect with our consumers and build a competitive edge in the high-velocity and complex digital landscape of Vietnam.”
The awarded mandate includes digital, commerce, on-site, off-site, D2C activation, and brand-building media. L’Oréal Groupe is one of the most advanced marketers in Vietnam, which went to digital and performance media at scale well ahead of its contemporaries. Strategic evolution into commerce has made L’Oréal Groupe Vietnam brands consistently top of the charts on the major commerce days across leading marketplaces.
Over the past years, Starcom evolved its engagement from a pure Media mandate to an advanced on-site and off-site team driving results across marketplaces. Starcom has been the strategic catalyst in driving market-first initiatives for L’Oréal Groupe, Vietnam, with platforms like TikTok. L’Oréal Groupe was one of the first companies in Vietnam to activate a TikTok shop for its brands.
Vineeth Dhruvan, the CEO of Publicis Media in Vietnam, said: “This win is especially dear to us because, as an incumbent, the challenge is often to outweigh, outperform, outsmart oneself. We treated ourselves as the biggest competitive threat to beat, and we are delighted that L’Oréal Groupe has once again placed their trust in us.” This engagement will have a three-year tenure.
