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M2M to manage Estée Lauder's media planning
Jun '08
The Estée Lauder Companies Inc announced that it has selected M2M, a media company of Omnicom Media Group, to be its media agency in eight European and four Asian/Pacific countries.

M2M was chosen following a lengthy competitive review of several agencies. The agreement with M2M begins rolling out July 1, 2008. Terms of the agreement were not disclosed.

M2M, which services prestige and luxury advertisers, has handled the Company's media planning and buying needs in the U.K. for the last five years.

Another Omnicom media company, OMD Worldwide, has directed the Company's communications needs in Spain and Australia. MindShare Worldwide, part of WPP, will continue to manage the Company's media planning efforts in the Americas.

By consolidating the work of several media agencies into one, the Company hopes to deploy sophisticated analytics to measure and improve the return on its media investment.

Additionally, it will look to integrate traditional media and expand the use of Internet and digital advertising. The Company's new relationship with M2M will also facilitate its brands sharing best practices across countries.

"The selection of M2M is another step in the Company's efforts to think globally and act locally. M2M will provide local media support in each international market, as well as consolidated information at regional and global levels to support brand strategy," said Thomas A. Hardesty, Vice President of Strategic Procurement, The Estée Lauder Companies.

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