Wavemaker appoints Alexia Pilavachi as L’Oréal global media lead

WPP media agency Wavemaker has appointed Initiative’s Alexia Pilavachi to take on global media lead duties for cosmetics giant L’Oréal.

Reporting to Alex Altman, global client president and global head of B2B, Pilavachi will be based in London and lead the Paris-based L’Oréal global media team.

She will be responsible for supporting the growing Wavemaker and GroupM L’Oréal relationship, driving digital transformation, connecting markets as well as sharing and scaling best practice across the 30-market account.

Pilavachi joined from Interpublic’s Initiative, where she was managing director for a dedicated Amazon Prime Video Europe team called Rufus. She previously held leadership roles at MediaCom (now EssenceMediacom, part of WPP) and Starcom MediaVest Group (now Starcom, part of Publicis Groupe).

Altman said: “Following our recent wins and retentions in Egypt, MENA, Pakistan and Thailand, it’s vital for us to expand our team to continue to support L’Oréal and their strategic and growth requirements.”