Estée Lauder Expands Tech Ecosystem With AI Media Partnership
The Estée Lauder Cos. is continuing to build out its One ELC operating model, adding WPP as its first global media partner.
The collaboration will help Estée Lauder progress on transitioning from a regional media structure to a connected global approach that leverages data, technology and AI.
Aude Gandon, chief digital and marketing officer, said it is part of an overall effort to build an AI-enabled media system that "brings brand building and performance together at global scale."
"Partnering with WPP strengthens our ability to invest with greater precision, move with greater speed and deliver stronger, more measurable returns, while keeping creativity and brand leadership at the center of everything we do,” added Gandon.
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The company expects to capture increased demand with this new structure, improving media effectiveness and introducing new operational efficiencies and opportunities for scalability.
"This more unified and scalable system will enable us to be faster, more agile and efficient, and support unlocking additional growth," president and CEO Stéphane de La Faverie said in a statement. "Together with our execution progress, we are confident that we are on a trajectory to deliver sustainable, profitable long-term growth.”
The company's ecosystem of tech providers now includes Accenture, Microsoft, Google, Adobe and Shopify.
