Paid, Owned and Earned Media (POEM) will thus be managed by one agency. Publicis Media will set up a new business unit in Switzerland for this purpose, the boutique agency iBeauty. In addition to media buying, the new agency will focus primarily on integrated consulting along all channels. In addition to traditional and digital media genres, this will primarily include social media and the production of content and digital advertising materials. "We are convinced that in iBeauty we have found a strong partner for our brands in the age of digital marketing and data. Our new agency will give us advice that includes integrated both consumer touchpoints, classic and digital media, social media, as well as content development and partnerships," explains Marc-André Heller, Country Manager of L'Oréal in Switzerland.
Since the beginning of 2017, the L'Oréal Group prepared the tender in the German-speaking markets. "New technology solutions, integrated process management and permanent live ROI analysis convinced us. With iBeauty, we are further developing the classic media agency into an integrated POE partner for our brands," explains Andreas Neef, Media Director DACH at L'Oréal.
The further development of the L'Oréal Group's agency landscape is another component in the digital transformation: "iBeauty was able to offer us holistic media buying, based on data and consumer behavior. With this agency, we will fundamentally change the way we buy advertising space," explains Jorge Novais de Oliveira, Media Director Switzerland at L'Oréal.