Initiative previously handled the business, but it will move into ZenithOptimedia following a review process that kicked off in March. The agency will work with the retailer across digital, traditional media and e-commerce channels.
A year ago, The Body Shop appointed Leagas Delaney as its creative agency after a review through the AAR.
ZenithOptimedia handles media planning and buying for L'Oreal, which acquired The Body Shop in 2006.
Since then, it has moved in its own senior managers to lead the company. Last November, Sophie Gasperment was made the chief executive of The Body Shop.
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