THE WHAT? L’Oreal has appointed GroupM’s Wavemaker MENA to handle its media duties for the MENA region.

THE DETAILS According to a report published by Campaign, the strategic partnership is a ‘pivotal milestone’ for both firms.

THE WHY? Olfa Messaoudi, Chief Digital and Marketing Officer at L’Oreal Middle East, told Campaign, “We are excited to partner with Wavemaker MENA and we look forward to the possibilities that this dynamic partnership will bring.

“Wavemaker’s extensive skills and innovative mindset in the region align seamlessly with our purpose of creating the beauty that moves the world. Together we aim to make a sustainable impact on the media global beauty industry and continue our marketing transformation journey into a beauty tech powerhouse.”