Nivea appoints Publicis and WPP to handle its advertising
Following a pitch at holding company level, Beiersdorf is believed to have appointed Publicis Groupe and WPP to handle advertising duties for its Nivea brands. The pitch also involved Omnicom and Accenture Interactive.
Market intelligence revealed that Publicis Groupe had been awarded the bulk of the Nivea portfolio, which includes a variety of women and men’s shower, skincare and deodorant ranges, while WPP would work on face cream Eucerin and plaster product Hansaplast.
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 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.
Publicis, WPP and Beiersdorf had not commented on the appointments at the time of this report.
Recall that both Publicis Group and WPP were recently appointed to handle media duties globally for AXA, with Publicis also leading creative duties for the company.
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