UM to take over US media for L’Oreal

The change does not affect the Canadian account, Sunni Boot of ZenithOptimedia, which handles media in Canada, says.

L’Oreal will now do all of its US media buying through Universal McCann (UM), a report in US-based Ad Age revealed today.

Previously, media buying for the $700 million US account was split between UM and ZenithOptimedia and planning handled by Zenith. Planning is not to be affected by the change.

In Canada, media buying and planning of the L’Oreal account (for all brands except Mabelline) is handled by ZenithOptimedia. The changes announced for the US account will not affect the Canadian account, Sunni Boot, president and CEO, ZenithOptimedia, confirmed today.