L’Oreal seeks new agency partners

L'Oreal has commenced a search for new UK agency partners as it seeks to find new ways to promote a number of its brands.

The company has contacted agencies about the briefs and plans to hold pitches, with partners that can provide digital and experiential expertise specifically being sought, reports Campaign.

One brief is for a shop to handle the below-the-line portion of a launch campaign for a deodorant L'Oreal has created with Puma, while a second brief is for digital and experiential work for Vichy.

L'Oreal is offering pitching agencies 5,000 pounds for expenses, with efforts being made to provide greater recognition of the effort involved in pitching.

A spokeswoman for L'Oreal did not comment on the brands involved, but confirmed: "We have a few briefs in the market across a number of brands for an integrated marketing agency focusing on digital and experiential."

Currently, Publicis Worldwide handles advertising for Garnier in the UK, with McCann overseeing the L'Oreal Paris, Maybelline and L'Oreal Paris Men Expert brands. Meanwhile, TBWA holds Vichy's main ad account; none of these relationships will be affected by the new briefs.