M&C Saatchi Group will join L’Oréal Group’s Agency Village, expanding its remit to deliver creative services for the global beauty company.
The partnership builds on M&C Saatchi’s existing relationship with Garnier, marking another addition to its portfolio of recent business wins. The collaboration aims to strengthen L’Oréal’s market leadership while driving engagement across its diverse consumer base.
As part of the Agency Village, M&C Saatchi will develop strategic and creative campaigns across L’Oréal Group’s portfolio of brands, which includes L’Oréal Paris, Garnier, Maybelline, Nyx, Kiehl’s, La Roche-Posay, and Lancôme.
“Partnering with L’Oréal Group is a tremendous opportunity to work with a business synonymous with innovation, influence and excellence,” Michael McEwan, CEO of M&C Saatchi, said.
“During the pitch process they challenged us to bring bold storytelling, cultural power and creative thinking across their portfolio of brands. Their team is bursting with talent and a desire to drive meaningful connections with their consumers and their communities.”
Bianca Cowie, communications manager of Garnier and Thayers, added: “We first met the M&C Saatchi team almost a year ago on a project basis. They blew us away with their depth of thinking and creativity. The team’s understanding of youth culture and their ability to execute in culture more broadly is a real strength that we intend to lean into.
“They join our broader agency village where their scale and understanding of intergenerational Australians and New Zealanders will add a new depth of capability to our team”.
This appointment follows a series of wins for M&C Saatchi Group, including Lifeblood and Chery Motor’s Jaecoo.
The performance brand of creative agency’s recently had its partnership with BeIN Sports was also recently expanded to lead its growth efforts in Australia and New Zealand.
Building on their collaboration in Southeast Asia (SEA), beIN SPORTS aims to increase its reach in the ANZ market by leveraging M&C Saatchi Performance’s data-driven, localised approach to expand beIN SPORTS Connect subscribers.
See also: beIN SPORTS expands partnership with M&C Saatchi Performance
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Top image: Michael McEwan and Emma Robbins