Michael McEwan, CEO of M&C Saatchi, and Emma Robbins, National ECD.
M&C Saatchi has been appointed to 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.
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," said Michael McEwan, CEO of M&C Saatchi.
"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 Garnier & Thayers, said the group 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, including Chery Motor’s Jaecoo, Lifeblood, and BeIN Sports.
The collaboration aims to strengthen L’Oréal’s market leadership while driving engagement across its diverse consumer base.
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