Beiersdorf names WPP global lead agency for derma and healthcare brands

Beiersdorf has appointed WPP to be the global lead agency for its derma and healthcare brands, including Eucerin and Hansaplast/Elastoplast, effective January 2020. The WPP team comprising Wunderman Thompson, thjnk and the WPP Health Practice will deliver global strategy, digital, creative and analytics for Beiersdorf’s derma and healthcare business. Marketing has reached out to Beiersdorf and WPP for additional information about the account.

The appointment comes after Beiersdorf picked Wunderman Thompson as lead digital campaign agency for its derma and healthcare brands. Vincent Warnery, board member for Beiersdorf’s Pharmacy and Selective business said teaming up with Wunderman Thompson was the first step to jointly conquer the market challenge of a strong shift to digital in advertising, that is especially intense for the derma and healthcare business.

“Expanding our partnership with WPP from digital to also creative and delivering an integrated model was the obvious choice to drive our already strong performance and ambitious growth agenda. Their customer-centric and data-driven approach, outstanding creativity and deep understanding of our business makes WPP the perfect partner for us,” Warnery added.

Mel Edwards, CEO of Wunderman Thompson, said: “Eucerin and Hansaplast/Elastoplast products are used by consumers across the world, and we are delighted to have been appointed Beiersdorf’s global strategic partner for these brands alongside our sister WPP agencies.”

She added that WPP’s strength lies in its collective ability to creatively position brands and deliver growth. For Beiersdorf this means harnessing the very best of WPP’s skincare and medical expertise.

Beiersdorf recently selected Publicis Groupe to handle global ad duties for NIVEA across 40 markets, with major hubs in New York, Sao Paulo, Cape Town, Dubai, Mumbai, Shanghai, Bangkok, Moscow and Hamburg. A bespoke agency known as ONE TOUCH will also be created to increase the effectiveness, efficiency and consistency of NIVEA’s marketing activities.

(Photo courtesy: Eucerin’s Facebook page)

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