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Beiersdorf picks Publicis Groupe to handle global ad duties for NIVEA

Beiersdorf has appointed Publicis Groupe to handle global ad duties for its skin care brand NIVEA, with the partnership officially starting in January 2020. This follows a pitch review conducted at holding company level, with the brief requiring more than an agency network, Beiersdorf said.

To effectively serve NIVEA and manage both digital and creative services, Publicis Groupe has created a bespoke agency known as “ONE TOUCH”. The agency is expected to increase the effectiveness, efficiency and consistency of NIVEA’s marketing activities. ONE TOUCH will be present across 40 markets, with major hubs in New York, Sao Paulo, Cape Town, Dubai, Mumbai, Shanghai, Bangkok, Moscow and Hamburg. Marketing has reached out to Beiersdorf for additional information.

Global management consultancies The Observatory and The Alchemists managed the pitch process, which did not include a media review.

CMO of NIVEA Asim Naseer said the decision marks an important milestone for its global brand building efforts, driving the transformation of the NIVEA brand.

“Publicis Groupe has demonstrated very strong skills in strategy development and in leading inspiring, persuasive creative ideas. We are convinced that we have found the right partner to jointly accelerate NIVEA’s growth through consumer-centric marketing excellence,” he added.

Meanwhile, CEO of Publicis Groupe DACH, Justin Billingsley, who led the pitch for Publicis Groupe, said the partnership marks a new phase in NIVEA’s marketing transformation journey and it is excited to be a part of it.

“Our ‘Power of One’ model integrates data, creativity and technology and is designed to focus on business growth for our client,” he said.

Both Publicis Groupe and WPP were recently appointed by AXA to handle media duties. Publicis Groupe will oversee UK, Germany, Italy, and Hong Kong for strategy and media buying, while WPP handles global media duties covering close to 30 markets across Asia Pacific, EMEA, and Latin America.

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