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WPP's Maxus given strategic media planning assignment for SoftSheen-Carson

(September 10, 2013) WPP's Maxus has been named by L'Oreal to handle strategic media planning for its SoftSheen-Carson division. The assignment cover the company's North American region. Work will start Oct. 1st and be handled in Maxus' Chicago office.

L'Oreal posted $37.1 million in advertising placed with black-oriented media, according to Target Market News' current report, "The Buying Power of Black America." L'Oreal was the second largest ad spender in black media behind P&G.

"We were impressed by Maxus' strategic capabilities and insights into where and how our consumer is engaging with media," stated Erin Cast, vice president, marketing, SoftSheen-Carson.

Aegis Media was the incumbent agency on the account. Interpublic Group's UM will continue to handle traditional media buying and Moxie, a unit of Publicis Groupe's ZenithOptimedia will continue to serve as digital buyer for the client.

SoftSheen-Carson bills itself as the "haircare leader" for people of color. It's brands include Dark and Lovely, Optimum, Lets Jam!, and Magic Shave.


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