The challenge of agency management: L'Oreal Maybelline and the digital disconnect between agencies

This event report details the digital marketing approach taken by Maybelline, the cosmetics brand owned by L'Oréal, for a new product launch.

The challenge of agency management: L'Oréal Maybelline and the digital disconnect between agencies

Geoffrey PrecourtWarc

If online video has gone mainstream in marketing, someone needs to tell the creative and broadcast departments at legacy agencies about the new architecture of the marketing ecosystem.

Case in point: L'Oréal's Maybelline New York was set to offer a new product to an enormously attractive market. "Sixty-two percent of the mascara market is in volumizing," Nicole Hurwitz, assistant vice president, digital marketing, for the brand told a break-out session at the 2013 Interactive Advertising Bureau MIXX Conference in New York. "And we...

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