Nivea-owner hires Publicis and WPP as it begins marketing transformation drive
Beiersdorf is believed to have appointed Publicis Groupe and WPP to handle advertising duties for its Nivea brands following a pitch at holding company level that also involved Omnicom and Accenture Interactive.
The Drum understands that Publicis Groupe has been awarded the bulk of the Nivea portfolio, which includes a variety of women and men’s shower, skincare and deodorant ranges, while WPP will work on face cream Eucerin and plaster product Hansaplast.
Publicis will now set up a dedicated business unit called One Touch, a name inspired by Nivea’s brand vision, to service the account across eight creative hubs including one based in New York. Led out of Nivea’s HQ in Hamburg, marketing will run across 40 markets.
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.
Longstanding incumbent DraftFCB will continue to service the business until the end of the year. Media duties were not reviewed as part of the process.
Publicis, WPP and Beiersdorf had not commented on the appointments at the time of writing.
Earlier this week, both Publicis Group and WPP were appointed to handle media duties globally for AXA, with Publicis also leading creative duties for the company.
More to follow…