L'Oreal USA Names Avenue A Interactive Agency of Record

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French cosmetics maker L'Oreal USA yesterday named Avenue A/NYC its interactive agency of record for Lancome on an account with an undisclosed budget.

A referral by one of Avenue A's clients helped drive the account the agency's way.

"There was no agency review or incumbent agency," said Sunny Lauritzen, spokeswoman for Avenue A. "They just decided to consolidate their offline marketing services from two agencies and chose Avenue A for digital marketing for improved online reporting."

The agency is charged with creating and executing an interactive marketing strategy to drive sales and registration to the Lancome Web site.

Tactics planned include e-mail marketing and targeted online advertising in an effort to make lancome.com a customer acquisition and retention medium.

The $3 billion New-York based L'Oreal USA produces cosmetics, fragrances and skin care items under the Lancome brand. Its parent, L'Oreal Group in Paris, is the world's No. 1 cosmetics marketer, owning brands such as L'Oreal Paris, Maybelline, Garnier, Helena Rubinstein and Matrix Essentials.

Avenue A's New York office, formerly iBalls, will handle the account in the United States. Lancome now joins an Avenue A client roster that includes Best Buy Co., MasterCard International, Household Finance and Microsoft Corp. Avenue A is headquartered in Seattle.

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