THE WHAT? Beiersdorf is said to have appointed Publicis Groupe and WPP to handle its advertising, replacing incumbent agency DraftFCB, according to a report published by The Drum.
THE DETAILS Publicis Groupe is thought to have been awarded the prized Nivea account, while WPP will work across the Eucerin and Hansaplast brands.
The Drum reports that Publicis will set up a dedicated business unit for the Nivea brand, spread across eight creative hubs to serve 40 markets, which will be led out of Nivea’s Hamburg HQ.
THE WHY? Beiersdorf is said to be poised to transform its marketing strategy across all brands globally and is looking for a more omnichannel approach, which integrates data, creativity and technology.
“This decision marks an important milestone for our global brand building efforts, driving the transformation of our iconic Nivea brand,” Asim Naseer, Nivea CMO told The Drum. “Publicis Groupe has demonstrated very strong skills in strategy development and in leading inspiring, persuasive creative ideas. We are convinced that we have found the right partner to jointly accelerate Nivea’s growth through consumer-centric marketing excellence.”