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Omnicom’s New Beauty Co-Lab ‘Pioneers’ Fresh Agency Approach For L’Oreal

SALISBURY, Ct. — After it won the US media account for L’Oreal, Omnicom Media Group has set about making good on its pitch to the brand.

Omnicom formed Beauty Co-Lab (BCL), a bespoke Omnicom Group unit for L’Oréal USA.

In this video interview with Mike Shields for Beet.TV, Danielle Sporkin, president of Beauty Co-Lab, explains the big idea for the cosmetics client.

A Bespoke Agency Unit with Core Values at Heart

“Building Beauty Co-Lab, which is a bespoke agency unit, specifically servicing the L’Oreal client, really enabled us to create the culture from scratch,” says Sporkin.

The opportunity to establish a brand new culture, rather than augmenting an existing one, has been both a challenge and a bonding experience for the leadership team.

“We knew that we wanted to start with core values and make those values something that isn’t just words on a page, but really would be infused in everything that we did,” Sporkin elaborates.

Building a Culture of Recognition and Support

With a team comprising of 50% internal transfers and 50% new hires, the challenge lies in creating a unified culture that encompasses diverse backgrounds and lived experiences.

To foster a sense of unity and mutual respect, Beauty Co-Lab has implemented agency shout-outs. “It’s a form that anyone across the agency can fill out to recognize one of their team members, and it’s tied to our agency values,” explains Sporkin.

These shout-outs, distributed via a weekly email, serve to acknowledge team contributions while reinforcing the agency’s values.

Sporkin acknowledges the thrill and apprehension that comes with pioneering a new venture. “I stood up at our very first town hall that was about a month into our agency existence, and I said, ‘We are pioneers. Everything that you do is the first. And that’s really exciting’,” she says.