Dentsu’s iProspect has retained L’Oreal’s SEO business in Australia and New Zealand, holding off 11 rivals vying for the account.

Client Partner Maureen Doris Cheung said a key part of the firm’s approach is to hire writers and train them in SEO rather than the other way around while tapping into the network’s pool of strategists, ultimately driving stronger content and results.

L’Oreal ANZ Head of Search Cristina Borsaru congratulated iProspect, which she said showed “clear ways to develop the brands to be future proof.”