L'Oreal Israel Renews McCann Tel Aviv Partnership in 100 Million Shekel Deal
L'Oreal Israel renewed its partnership with McCann Tel Aviv for three years with a 100 million shekel budget, focusing on data, technology, and brand expansion.
L'Oreal Israel has chosen McCann Tel Aviv as its advertising and media agency for the next three years, securing a massive budget estimated at approximately 100 million shekels, making it one of the largest in the Israeli market.
Strategic Partnership and Expansion
The renewed selection of McCann Tel Aviv is built on the agency's strategic and creative capabilities, alongside its data and technological expertise—fields in which L'Oreal heavily invests. Media buying will continue to be handled through Universal McCann. Concurrently, Gitam BBDO, which previously managed part of the advertising activity for the L'Oreal Paris brand, will expand its involvement with the brand.
The tender, launched in January, was conducted in accordance with the global criteria and policies of the worldwide L'Oreal group. Consequently, competing agencies were required to be affiliated with an international media network, limiting participation to a select few firms. McCann Tel Aviv is led by CEO Eti Abdi, alongside prominent agency accounts such as Leumi Group, El Al, Tnuva, and Partner.
Data-Driven Growth and Innovation
L'Oreal operates in Israel across all major beauty categories, managing a portfolio of over 20 strong brands including Maybelline New York, Garnier, Lancome, and Vichy. The company is also evaluating the introduction of additional international brands to reach new demographics, such as Generation Z and the male grooming segment. The local group is headed by CEO Eli Sagiv.
"L'Oreal Israel continues to deepen its investments in advanced data and technology, operating in arenas such as gaming and AI-driven marketing transformation."-
In recent years, the company has integrated artificial intelligence capabilities and expanded its independent data measurement tools as part of a comprehensive digital transformation across the Israeli market.
