DUBAI, UNITED ARAB EMIRATES – Following a competitive review and detailed pitch process, UM MENA has won against three of the region’s largest media networks in a four-way shootout to retain the media planning and buying account for L’Oréal in the Middle East & North Africa region.

Effective immediately, UM MENA will handle integrated strategic media duties for the global cosmetic giant’s 27 brands from its headquarters in Tecom, Dubai. The account is spread across four key categories in the Middle East: Consumer, L’Oréal Luxe, Active Cosmetics and Professional care products.

The tender review pitch lasted four months and was overseen by representatives of L’Oreal MENA subsidiaries and external executive pitch committee that assessed the four agencies invited to participate on: buying conditions, strategic thinking, consumer insights and data-driven planning, as well as on the scale of regional footprint and team considerations.

L’Oréal offers such world famous names as L’Oréal Paris, Garnier, Maybelline New York and Kérastase – among many others – across the above four categories via its network of retail partnerships across the Middle East. Currently, it is one of the largest retailers of cosmetics and beauty care products in the Middle East, and the world.

Speaking on the decision to appoint UM MENA, Thierry Houssin, Managing Director of L’Oréal Middle East, said: “After an extensive review process we are delighted to continue working with UM as our media agency. Throughout the whole process we were impressed by UM’s strategic thinking, regional approach, their utilization of consumer insights and data, and the strength and passion of the team. “

“We are very proud to continue our longstanding association with L’Oréal in the region,” added Chris Skinner, Regional Managing Director of UM MENA, on retaining such a sought-after and prestigious account. “This was a real challenge to UM MENA and our network strength, ideation and team spirit helped in our success. We are delighted to continue to deliver pioneering work for all of L’Oréal’s brands across the MENA region.”


UM MENA is headquartered in Dubai and is present in 14 MENA markets. The agency is a regional leader in combined buying strength and offers first-class, effective insights into the MENA’s dynamic marketplace, resulting in unrivalled return on investments for its portfolio of blue-chip clients, including Sky News Arabia, Ford, L’Oréal Coca-Cola, Sony, McDonald’s and many more. UM MENA is part of Middle East Communications Network, which is 51 per cent-owned by the Interpublic Group. Globally, UM is present in more than 130 markets in 100 countries worldwide.

About Middle East Communication Network (MCN)

MCN is one of the leading advertising and marketing communications agency networks in the MENA region. It is the overall managing company for several key advertising, marketing and media companies in the Middle East, including UM MENA. MCN is part of the Interpublic Group (NYSE: IPG) – a global leader in modern marketing solutions with 43,500 diverse and talented individuals.

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