|
COPYRIGHT 2006 Fairchild Publications, Inc.
Byline: Andrea Nagel, With contributions from Michelle Edgar
NEW YORK - L'Oral Paris is in experimental mode.
The L'Oral USA division has formed an in-house creative boutique, The Image Lab, headed by chief image director Douglas Toews. The lab looks to serve as both an in-house ad agency as well as a think tank to help mold new product ideas from inception to concept, through to creative direction, and ultimately to create out-of-the-box messages tailored for today's fast-paced consumer.
McCann Erickson and La Micela New York will remain L'Oral Paris' advertising agencies of record, but Image Lab will focus on projects that have the opportunity to reshape L'Oral's image.
"We work to constantly be innovative, not only in our products, but in the way we creatively relate to our consumer base. It's better to work with more than one source and really play off each other because that creates, I would say, this more inspired creativity," said Carol Hamilton, president of L'Oral...
Read the full article for free courtesy of your local library.
|
Bookmark this article
Print this article
Link to this article
Email this article
Digg It!
Add to del.icio.us
RSS
