Advertising firm S4 Capital secures another major client with Estée Lauder appointing Decoded US Media as their Agency of Record (AOR) for digital services
In a significant move, S4 Capital's Media.Monks division, Decoded Advertising, has been appointed as the media agency of record for The Esteé Lauder Companies, Inc. (ELC) in North America. The appointment, which follows a seven-month-long review led by Medialink, marks a strategic shift towards a full-funnel marketing and advertising approach, with a strong emphasis on digital media channels.
The contract, valued at millions of dollars, covers over 25 Esteé Lauder brands, including iconic names like Estée Lauder, Clinique, and MAC Cosmetics. The media planning and buying needs for ELC in North America encompass all digital media channels, reflecting the company's emphasis on digital marketing.
Decoded Advertising's strategy and approach are data-driven, integrating creative storytelling with media strategy. The company leverages core statistical principles to separate valuable signals from noise, ensuring that media planning and buying strategies for ELC are analytically rigorous and optimized based on real-time performance data.
The focus on digital media channels is central to Decoded Advertising's approach. Their media planning and buying strategy is centered on programmatic, social, video, and audio investments, with dedicated roles such as Director of Social Investment and Supervisors for Video & Audio Investment supporting these areas.
Decoded Advertising's New York, Los Angeles, and Toronto offices will provide dedicated regional expertise, enabling localized yet scalable media buying solutions suited to the North American market. The company aims to create breakthrough campaigns that drive measurable impact across the entire marketing funnel—from brand awareness through to conversion—tailoring digital media investments accordingly.
The Esteé Lauder Companies, Inc. (ELC) is a global leader in the production and marketing of prestige beauty and fragrance products, with a diverse portfolio that includes fragrances, foundations, and skin care products. In 2021, ELC spent $93 million on media in North America, with approximately 84% of this spending directed towards digital media channels.
With this strategic partnership, Decoded Advertising is poised to deliver a cohesive, data-informed, and creatively integrated media planning and buying strategy for ELC, maximizing digital channel performance tailored specifically to North America, ensuring efficient allocation of budgets and campaign optimization across platforms.
- Decoded Advertising's strategy for ELC will be rooted in a robust digital media approach, as they plan to invest in programmatic, social, video, and audio channels to optimize performance data.
- The contract between S4 Capital's Decoded Advertising and ELC covers a portfolio of over 25 brands, with a focus on digital media as a reflection of ELC's commitment to digital marketing.
- To create measurable impact across the marketing funnel, Decoded Advertising aims to leverage technology-driven insights and finance-optimized strategies to efficiently allocate budgets and capitalize on opportunities within the North American market.
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