{"id":238511,"date":"2026-04-07T11:30:04","date_gmt":"2026-04-07T09:30:04","guid":{"rendered":"https:\/\/ipmark.com\/?p=238511"},"modified":"2026-04-07T16:40:54","modified_gmt":"2026-04-07T14:40:54","slug":"estee-lauder-companies-centraliza-su-gestion-de-medios-en-wpp","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=238511","title":{"rendered":"Est\u00e9e Lauder Companies centraliza su gesti\u00f3n de medios en WPP"},"content":{"rendered":"<p><strong>The Est\u00e9e Lauder Companies ha designado a WPP como su primer partner global de medios, una decisi\u00f3n con la que ha reforzado One ELC, el modelo operativo con el que reorganiza equipos, cultura y ecosistemas de trabajo para acelerar la ejecuci\u00f3n y sostener el crecimiento.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado la empresa, WPP Media asumir\u00e1 la eficacia de los medios y la capacidad de generaci\u00f3n de demanda en una nueva estructura global conectada por datos, tecnolog\u00eda e inteligencia artificial. El grupo de belleza deja atr\u00e1s as\u00ed un esquema regional descentralizado para avanzar hacia un sistema unificado, concebido para operar con m\u00e1s rapidez y escala.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La asignaci\u00f3n se ha integrado en One ELC, articulado sobre Una Sola Organizaci\u00f3n (One Team), Una Sola Cultura (One Culture) y Un Ecosistema Operativo \u00danico (One Operating Ecosystem). St\u00e9phane de La Faverie, presidente y consejero delegado de The Est\u00e9e Lauder Companies, ha se\u00f1alado que, con este nombramiento, el modelo One ELC \u201cya est\u00e1 totalmente establecido\u201d y ha subrayado la confianza de la empresa en una trayectoria de crecimiento sostenible y rentable a largo plazo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La decisi\u00f3n tambi\u00e9n se ha vinculado al avance del plan Beauty Reimagined (Belleza Reimaginada), presentado en 2025 para liberar inversi\u00f3n orientada al consumidor mediante una transformaci\u00f3n del negocio y de su estructura de costes. Dentro de esa hoja de ruta, la empresa ha indicado que ha aprobado iniciativas para situarse en la parte alta de su previsi\u00f3n de ahorro bruto, fijada entre 800 y 1.000 millones de d\u00f3lares, con la expectativa de materializar la mayor parte de los beneficios recurrentes del programa en el ejercicio fiscal 2027.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En esa transformaci\u00f3n, Est\u00e9e Lauder ha incorporado tambi\u00e9n a Accenture, que impulsa la estandarizaci\u00f3n y la escalabilidad a trav\u00e9s del modelo de Servicios Empresariales Integrados (Enterprise Business Services Model), y a Shopify, socio para desplegar experiencias omnicanal globales de venta directa al consumidor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La compa\u00f1\u00eda, propietaria de marcas como Clinique, La Mer, MAC Cosmetics y Est\u00e9e Lauder, ha relacionado asimismo este movimiento con el desarrollo de Belleza Reimaginada en marketing y transformaci\u00f3n digital. Tras ese anuncio, se ha aliado con Adobe para perfeccionar el lanzamiento de campa\u00f1as de marketing digital mediante inteligencia artificial generativa.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pasa de una estructura regional descentralizada a un sistema global que estar\u00e1 dirigido por WPP Media. <\/p>\n","protected":false},"author":29,"featured_media":238513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2158,2226],"class_list":["post-238511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias-de-medios","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Est\u00e9e Lauder Companies centraliza su gesti\u00f3n de medios en WPP - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"El grupo pasa de una estructura regional descentralizada a un sistema global que estar\u00e1 dirigido por WPP Media.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=238511\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Est\u00e9e Lauder Companies centraliza su gesti\u00f3n de medios en WPP - 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