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Beiersdorf SG appoints agency for social media duties

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Beiersdorf Singapore has appointed digital transformation agency Passion Peers to manage social media duties for NIVEA and Eucerin, for a period of one year with the option to extend for another. Passion Peers will also be responsible for working on a campaign for Hansaplast.This follows a two-round pitch comprising four agencies, including incumbent IH Digital, held in December 2017. Work will roll out beginning this month.In a statement to Marketing, Beiersdorf's country manager Sudarshan Singh said Passion Peers was chosen because of its ability to quickly understand what the company was trying to achieve, and being honest about whether its expectations could be met. The agency also offered alternative ideas.Singh added that Passion Peers understood how digital platforms could help achieve Beiersdorf's objectives and portrayed passion and enthusiasm, which makes a huge difference in the working relationship."We would want to build a true connection with our consumers and engage them with meaningful and relevant content. As the social web matures, so do its users, and they will expect and demand authenticity from the brands they trust. Our brands are anchored in care & honesty and we would like to bring this human touch in our messaging. From business perspective we would like to see how our social media efforts are tied to business results," Singh said."I am quite excited with the trust that big clients are showing in independent start-up agencies and the readiness to take on a holistic approach to marketing. The team is gearing up to bring a social to sales approach with an authentic voice for Beiersdorf brands," Kanika Agarwal, CEO and principal strategy consultant, Passion Peers, said. She added that while Facebook might be making things complex for marketers, that is where the old and new rules of storytelling on social have to be smartly played up.

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