Reports recently broke that Beiersdorf has picked Publics and WPP to handle Nivea’s advertising account. The appointment for the two creative agencies come after a very competitive pitch. The pitch was handled at a company level. According to sources, Omnicom and Accenture Interactive participated in the Beiersdorf pitch for Nivea’s advertising account.
Beiersdorf Picks Publicis and WPP to Handle Nivea’s Advertising Account
According to sources close to the review, Beiersdorf awarded Publicis Groupe the bulk of Nivea’s portfolio. Publicis Groupe will handle the bulk of Nivea’s portfolio which include a variety of women and men’s shower, skin care and deodorant ranges. WPP will handle the ad account for face cream Euercin and plaster product Hansaplat.
To handle the Nivea accounts Publicis set up a dedicated business unit. Publicis bespoke creative agency for the Nivea account is called One Touch. The name One Touch was inspired by Nivea’s brand vision. Publicis’s One Touch will handle the Nivea accounts across eight creative hubs, one of the hubs is based in New York. Nivea’s marketing efforts will be led out of Nivea’s HQ in Hamburg. The marketing will run across 40 markets.
Publicis, WPP and Beiersdorf had not commented on the appointments at the time of this report.
More on the Appointments
Before Publicis and WPP were awarded the account DraftFCB handled the account for a long time. DraftFCB will continue to handle the business until the end of the year. Even though the company reviewed the brand’s advertising account, the media duties were not reviewed as part of the process.
According to Statista and Beiserdorf’s annual report, the company spent €1.53bn on advertising and trade marketing in 2018. It is said to be embarking on a marketing transformation drive across all of its brands globally and wants to integrate data, creativity and technology within its processes.