Following a competitive review and detailed pitch process, UM MENA has retained 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 Dubai. The account is spread across four key categories in the Middle East: Consumer, L’Oréal Luxe, Active Cosmetics and Professional care products.

The four-month pitch, which was overseen by representatives of L’Oreal MENA subsidiaries and an external executive committee, assessed the four competing agencies on the following competencies: buying conditions, strategic thinking, consumer insights and data-­‐driven planning and the scale of the agencies’ regional footprint.

L’Oréal offers such world-famous brands 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.

“After an extensive review process we are delighted to continue working with UM as our media agency,” said Thierry Houssin, Managing Director of L’Oréal Middle East. “Throughout the entire 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.”

Congratulations UM MENA!