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Lauder marketing

This article was originally published in The Rose Sheet

Executive Summary

The Estee Lauder Companies has tapped advertising firm M2M to provide local media support in 12 countries as well as consolidated data at regional and global levels, company reports June 9. Effective July 1, the effort will consolidate the work of several ad agencies and will create "sophisticated analytics" to gauge response to advertising for firm's brands. Part of the Omnicom Media Group, M2M previously handled only the company's UK account, but will now oversee media planning and buying needs in key markets such as Russia, Korea, China and Australia and parts of Europe including Germany, France and Spain. Ad spend in those countries represents about 40% of firm's total annual media spending, according to Lauder. Consolidation will enable the company to expand the use of Internet and digital media and allow brands to share best practices across countries, firm says. Terms of the deal were not disclosed. The move is "another step in the company's efforts to think globally and act locally," says Thomas A. Hardesty, VP-strategic procurement...
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