L'Oreal & McCann - Paris

Experience. Truth. Values.

The final MMSP company visit was one of insight and discovery, covering areas all members of the group had great interest in. From the visits in London and Barcelona, the group carried high expectations for Paris and was pleased to have these fulfilled. 

The McCann Worldgroup of France extended their hospitality to us with a spread of refreshments, as we were most welcomed by managing director Jerome Guilbert. McCann Worldgroup is a global marketing communications company that work on transforming markets and building a brand experience for their clients. We were most grateful to have three presentations delivered to us from McCann; McCann Erickson Worldwide, a leading advertising agency network, MRM Worldwide, who focus on the digital communications element of the business and L'Oreal, the world’s largest cosmetics and beauty company. 

‘Truth well told’ was the stimulus behind McCann’s vision, and through the watching of numerous advertisements the group were able to grow an understanding about how this concepts is used in the advertising world. Case studies included; L’Oreal, Nespresso and the French Department of Health.

Eric, the chief strategist from MRM Paris was next to present, shifting the group’s focus to the digital world. Eric discussed the importance of relationship building with clients and how the many channels of digital are used to address consumers from numerous contact points. The main notion is to build a brand that is useful, acquiring, interacting and retaining.

After a break for lunch, Marion, the McCann manager for L’Oreal, gave the final presentation. L’Oreal, although seen as a brand of glamour, sophistication and innovation has seen to many years of transformation, to ensure this brand image has been kept constant from past, present to future. The group learnt that as the aspirations of women, and their perception of beauty changes so too does the L’Oreal ideals. A marketing concept has hence been carried out to make the science of the brand more sensational, ensure the spokespeople are self fulfilled personalities, to provide depth and authenticity and to give a narration through advertisements that is enriched and engaging. Through these concepts L’Oreal has been able to express their vision flawlessly and build a brand territory that leads the cosmetics and beauty industry worldwide. 

To complete the day, the group was fortunate enough to be invited to the L'Oreal factory in Paris, where a guided tour was undertaken. After a presentation into the behind the scenes of the company, the group dressed in lab coats and hairnets and walked through the factory. It was most interesting to see the products at their beginning stages of life, especially after previously learning at the McCann presentation that quality and superiority is key to the L’Oreal success.

Emily & Clare S