Former Zenith boss Nick Gyss has joined L’Oreal as international media director for its Consumer Products Division.

Gyss, who previously handled international media coordination for L’Oreal as worldwide account director at ZenithOptimedia, joined the French cosmetics giant last month.

He most recently held the post of managing director, international, at Zenith France. Prior to joining the Publicis Groupe agency in 2006, Gyss spent four years as marketing director at Newsweek. He started his media career at Carat.

He will handle media for L’Oreal’s consumer brands, including L’Oreal Paris, Garnier and Maybelline New York.

Speaking to M&M Global earlier this year, ahead of his participation in the inaugural World Media Awards as a judge, Gyss argued that carrying out truly international work “has never been easier”, so long as advertisers adhere to certain guidelines.

“There is a recognition that having a content strategy works from a business perspective, and there is plenty of evidence out there that it adds value,” said Gyss.

“Where content works well internationally is when there is a consistency of brand purpose and message across markets. Take Coca-Cola: it is incredibly different in its executions around the world – they are culturally-relevant and adapted – but the consistency of Coca-Cola, its framework and spirit, is the same.”