Beiersdorf has appointed OMD as its single media agency for Europe and North America following a competitive pitch for the German skin care marketer’s account. The new remit is set to start in January 2024.
“The new agency and the new media operating model will lead to a more efficient setup, and put digital expertise, data and technology at the core,” Beiersdorf announced. “Some parts of the media work will be bundled in hubs and lay the foundation for increased speed, transparency and automation.”
OMD had already been handling media for Beiersdorf in the U.S. and several markets in Africa, Australia and Europe and is likely to take on more business in Europe that was handled by Dentsu and WPP.
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Beiersdorf, which markets products under brands including Nivea, Eucerin and Coppertone, reported sales last year of $9.6 billion, up 15%, with advertising and “trade marketing” expenses of nearly $2 billion.