The challenge with this sort of approach, however, is L’Oréal must lock in deliverables early on, which isn’t easy when it’s hard to nail down exactly what is needed. The advertiser did ask agencies on the pitch for suggestions on how to in-house, after all. Most advertisers rely too heavily on their media agencies for media strategy, media planning and media buying, and don’t have the ammunition to challenge any proposals coming their way, said Philippe Dominois, founder at media performance consultancy Abintus Consulting. Without that knowledge, it’s hard to get the best from the agency, which is what L’Oréal has tried to reverse.
Read the full article - ‘Upskill, not in-house’: Inside L’Oréal’s new media agency model