OMD, Dentsu and Wavemaker are believed to be participating in the review, according to multiple people close to the situation. None of the agencies responded to calls for comment.
As part of parent company Maxingvest, Beiersdorf was the No. 69 global advertising spender in 2021, according to Ad Age Datacenter, with the bulk of its spending coming from Europe. Measured media spending in 2021 was $1.4 billion, of which $1.2 billion was in Europe, $85 million in Asia Pacific, $46 million in Africa, $39 million in the U.S., and $29 million in Latin America.