Advertising News: L'Oreal's chooses Optimedia; EU campaign in supermarkets

L'Oreal Polska has concluded its zł. 90 million media budget tender. The winner was Optimedia Poland, which took the new business from L'Oreal's long-term partner, Universal McCann. "We chose Optimedia for strategic reasons. The agency made the best analysis, drew correct conclusions and proposed creative solutions," said Agnieszka Tomasik-Walczak, market research manager at L'Oreal Polska. (Media i Marketing Polska, April 3-16, pp. 1, 11) ... The European Integration Committee (UKIE) will begin to promote its EU campaign in hypermarkets. (Media i Marketing Polska, April 3-16, p. 15) M.M.