UM MENA, which falls under the Middle East Communication Network in the region, has won the media planning and buying account for L’Oréal in MENA “against three of the region’s largest media networks”,  it claims in an announcement it sent out today.

Effective immediately, UM MENA will handle integrated strategic media duties for the global cosmetic giant’s 27 brands out of its Dubai headquarters, and across four key categories in the Middle East: consumer, L’Oréal Luxe, Active cosmetics and professional care products. The four-month tender review pitch was overseen by representatives of L’Oréal MENA subsidiaries, and its external executive pitch committee that the four agencies invited to participate on buying conditions; strategic thinking; consumer insights and data-driven planning; and the scale of regional footprint and team considerations.

L’Oréal offers such world famous names 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.

Speaking on the decision to appoint UM MENA, Thierry Houssin, managing director of L’Oréal Middle East, said in the statement: “After an extensive review process, we are delighted to continue working with UM as our media agency. Throughout the whole 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.”