THE WHAT? Beiersdorf has launched a global review of its media agencies, according to a report published by Ad Age quoting ‘sources’. The manufacturer of Nivea is thought to have spent US$800 million on measured media last year, and has four agencies of record globally.
THE DETAILS Currently Beiersdorf’s US business is held by Omnicom’s OMD; WWP and Publicis and Dentsu are also listed as agencies of record. No further details have emerged of the review, or whether the incumbents will be pitching.
THE WHY? Like any big advertiser, Beiersdorf carries out periodic reviews both globally and regionally to ensure it is getting value for money.