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Barbarian | Agency Profile, Contacts, AOR, Client Relationships
Service: interactive advertising
- Main Telephone
- (212) 343-4215
Primary Address
112 West 20th Street
Seventh Floor
New York,
NY
10011
USA
Barbarian Contacts
Contacts (5/16)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Steven M. | Chief Executive Officer | NY | ||||||||||||
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Sample of Related Brands
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| Eliza Y. | Chief Strategy Officer | NY | ||||||||||||
| Grace F. | Strategy Director | NY | ||||||||||||
| Kayleigh H. | Associate Creative Director | NY | ||||||||||||
| Zach M. | Associate Creative Director | NY | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Campaign Imminent: L'Oreal taps media AOR following CMO shift (Score 64)
- The shift replaces incumbent Wavemaker, which expanded its remit globally in 2021.
- We suggested an agency review would follow L'Oreal's May 2022 appointment of chief digital and marketing officer Han Wen.
- The company will likely:
- Launch new work soon
- Ramp up spend
- I particularly expect digital spend to ramp up soon to build awareness of newly refreshed digital offerings
- Conduct additional agency reviews
- Target demographic:
- Gen-Z and millennial women
- L'Oreal appeals to this audience via diversity, inclusion, experiential marketing, personalization, and beauty universalism.
- Gen-Z and millennial women
Additional spending insights:
- Broadcast insights (TV ad creative spend)
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, L'Oreal has spent approximately $224.8m on digital ads.
- YTD data: The company has earned ~23.8b digital impressions YTD via Instagram (36%), desktop video (33%), Facebook (27%), desktop display (3%), Twitter (1%), and mobile display (1%) ads.
- L'Oreal has placed 98% of this year's desktop video ads site direct onto YouTube and the remaining 2% site direct onto Twitch.
- Last year: In 2021, the company spent roughly $299.3m on this channel, almost double the roughly $152.5m spent in 2020.
- Additional channel insights
- The company utilizes print, OOH, radio, and local broadcast.
- L'Oreal sponsors podcasts such as Optimal Finance Daily and Big Picture Science.
- It also works with brand ambassadors such as Eva Longoria.
- Additionally, L'Oreal has worked with cause marketing initiatives such as a recent partnership with a non-profit, Right to Be.
Additional agency insights:
- Opportunity: Get in touch soon to offer creative, PR, digital analytics, multicultural, experiential, and/or social media management services.
- Additional agency reviews could easily follow this one, especially considering the recent chief marketing and digital officer appointment.
- Current agency roster:
Insight Sources: Broadcast insights estimated by Podchaser.
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