• by Steve McClellan  @mp_mcclellan, November 11, 2019

Skin care company Beiersdorf  has expanded its relationship with WPP, appointing the holding company as its global communications partner for its Eucerin and Hansaplast/Elastoplast brand portfolios after a formal review.

The new agreement takes effect January 2020.

A WPP team comprising Wunderman Thompson, German agency thjnk and the WPP Health Practice is tasked with delivering global strategy, digital, creative and analytics for what Beiersdorf calls its derma and healthcare business. WT had earlier been appointed lead digital agency for that business.

“Over the last years we have seen a significant transformation in advertising realities, with a strong shift to digital,” stated Vincent Warnery, Board Member for Beiersdorf’s Pharmacy and Selective business. Teaming up with Wunderman Thompson was the first step to address that challenge, he said.

“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.”

The assignment follows last week’s announcement from the skin care company that it had appointed Publicis Groupe as its global agency and “marketing transformation” partner for its Nivea brand, also effective in January.